It has been my experience that most companies are barely scratching the surface of what design can deliver to their bottom line. Corporations that understand how to leverage design, on the other hand, create huge sustainable progress. Many companies see design as an expensive, however necessary, evil. This could not be further from the truth. The design-leader Apple, for example, invests about three percent of its revenue in design. Although this is roughly the same amount of investment in design as its competitors, it is a very good investment.
To be continued January 1.
