Part I Conclusion

“We’re tired of talking about strategy,” is a comment we hear with increasing frequency. “We know what the competition is doing; we know the trends. Can you please just show us the designs?” This frequent request confirms the growing importance of design in corporate strategy and the changing nature of competition. Today, competition is no longer just about creating insight to guide strategy; it is also about demonstrating that insight in superior designs.

Great companies have always been in the design business, whether they say so explicitly. Creating new products, services, and experiences—and emotional connections in the process—is key to the growth of companies and brands. These connections are not a matter of a single aesthetic ...

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