9. Go Forth and Matter

We want to thank you for having taken this journey with us for the last couple of hundred pages. We hope that it has been an enlightening experience for you, and that it has helped you understand how great design can take your enterprise to new levels.

We’d like to conclude this offering of ideas and examples by presenting an overarching context. Why does design really matter? Why should you take on the difficult task of re-engineering your company to become design driven? We’ve shown you examples of how a handful of companies have used design to create enormous success for their business, but what really is the root of the reason of why design could take them there? Well, we believe that there is a higher-level idea that ...

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