Design must reflect the practical and aesthetic in business but above all... good design must primarily serve people.
—Thomas J. Watson, founder IBM
Engineering, medicine, business, architecture and painting are concerned not with the necessary but with the contingent—not with how things are but with how they might be—in short, with design.
—Herbert Simon, Noble Prize Economics
In this chapter, we examine another type of special high power team: design teams.
Design is the process of generating and screening ideas, converting them into schema, building them into concrete artifacts or processes, and distributing them to markets. In short, designers transform ideas and needs into products and ...