Onur Cobanli explains:
That is to say great design not only employs creativity but also strategy; great design is not about making something truly original but your great design, in the end, is supposed to be original to a degree for sure, that’s because originality gives you a competitive advantage by making your design less common if not unique therefore creativity and originality allows you to have a limited monopolistic control in the market thanks to your different design, this is valuable. Strategy is equally important for great design, I use strategy at its widest meaning; that is planning details; thinking details, having good control over and implementing technology, realization, distribution, marketing and promotion within the design itself, the design strategy, is a very vital parts of great design.