Chapter 5

Develop Your Design Proficiency

Design is the fundamental soul of a human-made creation that ends up expressing itself in successive outer layers of the product or service.

—Steve Jobs, CEO, Apple Computer

Design is where science and art break even.

—Robin Mathew, designer

All architecture is shelter, all great architecture is the design of space that contains, cuddles, exalts, or stimulates the persons in that space.

—Philip Johnson, architect

Design is another form of competitive advantage for individuals and organizations. Surprised? You shouldn’t be. The emergence of design as a leading area of research in business began years ago. What is design? What can you do to develop your design abilities? In this chapter we will explore ...

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