Design plays a huge part in our lives

Design defines the world we live in. It leads to the products we use and helps create the services we use everyday. It encourages innovation, creates competitive advantage, and drives growth.

It is fundamentally important that it is core for business. It is easy to design something different, but to design something innovative is a challenge. And that requires design as a function to be central to business and the decisions to be made.

Let’s use Apple as an example. Everything Apple does is focused around the design experience. Even the parts most people will never see are beautifully designed. Why is that? A great design shows people you care, instills an emotional connection or experience. That is how Apple has compelled itself ahead of everyone else. Apple has a wonderful understanding and familiarity with design and creative process.

I think most people in technology don’t use design enough because they don’t understand it. So how can we change this? We need to put design at the heart of the business.

• Work with a designer to bring your great technology idea to delight your customers.
• Invest in your design process even when times are tough.
• It is a differentiator. You need to look at what it can do for your business.

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