Designing the Future of Business

Design — more than quality, technology or top-down strategy — is the one factor that can make long-term profits for a company. - Inspired by Marty Neumeier, Business Week

“Design is the engine that can transform a company into a powerhouse of nonstop innovation,” writes Neumeier of Business Week. “Until now, companies have used design as a beauty station for identities and communications, or as the last stop in a product launch. Never has it been used for its potential to create rule-bending innovation across the board. Meanwhile, the public is developing a healthy appetite for all things design.”

Neumeier believes that for brands to thrive, things must change. He cites a 2007 survey by Kelton Research showing that when 7 out of 10 Americans remembered the last product that they just had to have, it was because of its design rather than any other factor.

As consumers are offered more and more choices, and the limitations imposed by mass production are overcome, they are increasingly incorporating an emphasis on design into their buying decisions. “Design drives innovation, innovation powers brand, brand builds loyalty, and loyalty sustains profits. If you want long-term profits, don’t start with technology—start with design,” he advises.

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Time’s “The Design 100″

Good design is everywhere these days. Great design—the objects, places and ideas that fuse functionality and aesthetics and then push the boundaries a step further to capture the imagination—is more elusive. Take a look at the standouts.