So how do we go from being the design equivalent of Cheesecake Factory to being that hole-in-the-wall place with a line around the block?
Speak their language. If the CEO says "ROI" more than "UX", guess what? You're now in the ROI business. (But with a design system).
Mix it up. Keep your core offerings tight, but don't be afraid to drop a "special of the day" when the moment's right. Experiment and see what your company is ready for.
Customization is key. Your menu might be small, but your kitchen? It can make anything. Make sure they know that. Have an allergy or special need? We got you.
That's when you hit 'em with the dessert menu. 😉 Even a target has a bulls-eye, what’s your centre? What exactly are you offering?