Being Design Driven

Why You Care

Robert Brunner and Stewart Emery with Russ Hall

Let’s say you know your company isn’t yet the icon you want it to be. Perhaps you’ve taken a few steps, tentative or assertive, but you aren’t yet a design-driven company from one end to the other. Well, you need to be. It isn’t easy, or more companies would be doing it. If your company, products, or services do not live in the gut of your customers as a positive emotional experience, you are going to have to take a candid look at yourself and consider what you need to do to get started and keep going.

Here are some of the steps you need to progress through to become design driven as a company:

Awareness of where you are and where you need to be

Commitment to ...

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