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- 1. Design is customer-centred – Benefit is greatest when design is intimately related to solving problems, especially customers’ problems.
- 2. Design is most powerful when culturally embedded – It works best when it has strong support in the organisation, especially from senior management.
- 3. Design can add value to any organisation – Design can benefit manufacturing and service-based organisations, small, medium or large.
Leading business by design also offers our eight recommendations for how companies can maximise the impact of design:
- Don’t limit the context in which design can operate
- Use design to differentiate
- Integrate design and branding
- Introduce a design process
- Trust and support your design talent
- Embed design in your organisational culture
- Design your work environment
- Don’t let the designer’s role be a straitjacket