How Being a Design-Driven Company Will Get You From Good to Great

Robert Brunner and Stewart Emery with Russ Hall

As you think about becoming a more design-driven company yourself, there are baby steps and big steps. But if you want to know in a nutshell what do you need to do, you need to build a development process that centers around people and an experience. You need to give everyone an incentive to be an active part of this happening. You need to build a marketing process that can characterize and communicate those ideas to people with design as an integral part of it all. You need to build an engineering system that understands that the people driving design sensibility and values are also part of the marketing, engineering, manufacturing, ...