Chapter 1. Understanding Market Conditions

Design is having its moment. In the past decade, design has come to the forefront as a tool to differentiate in a crowded market, foster innovation, leverage competitive advantage, craft user experience, and simplify the complex.

The power and value of the craft have been repeatedly showcased by media which spotlights companies like Apple and Target as exemplars of how design can drive financial success. Creative firms, most prominently IDEO, have found their way onto the covers of mainstream magazines, their processes documented and broadcast on network television. Business leaders, including Tom Peters and Roger Martin, advocate for the transformative power of design in the marketplace. Now every ...

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