Finally Good design is the new black


So distant in time so near in vision Steve Jobs and Adriano Olivetti.

jobs olivettiGreat companies in the past as Olivetti and now such as Apple and Tesla are all design-driven companies.

These companies adopt design thinking when they are creating new products and solving business problems.

Last year, Forrester Research and Adobe found that design-driven companies have outperformed the S&P Index by 219% over 10 years.

From ELF <<“When you do the common things in life in an uncommon way, you will command the attention of the world.”

— George Washington Carver

Design is a key differentiator in driving business success and customer engagement. In a study conducted by the Design Management Institute reviewing business performance for design-driven companies as compared to the S&P Index over a decade (2004-2014), design-driven companies consistently outperformed the S&P by 219%.>>

And if you like numbers, take a look at these. Design-led companies reported:

  • 41% higher market share
  • 46% competitive advantage overall
  • 50% more loyal customers
  • 70% digital experiences beat competitors

Take Apple as an example, it wasn’t always the mega-success that it is today. In 1997, Steve Jobs conducted a major company overhaul. He cut several product lines and pushed the company toward developing a distinctly Apple experience. To this day, all of the “i” products’ look, feel, and user-friendliness set Apple apart from its competitors.

Design thinking showed us that Apple was a company with a soul and vision.

Design is the new black

the-white-house-beThe speed of innovation is only getting faster and it’s because of the internet. It’s permeating every business. Take television and film, i.e. House of Cards was bought by Netflix somewhat because Netflix’s Chief Content Officer, looked at the data of Netflix users’ streaming behavior and concluded that there was an audience for Kevin Spacey.

Everything that any profession does—from research and development, to strategy, to content creation—can gain a soul only through design thinking. This is why I love design.

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