Magazine article from our research archive:

Developing Design Thinking Capabilities

ORGANIZATIONS SEEKING TO HARNESS THE POWER OF DESIGN MUST FIRST CONSIDER THE NATURE OF THE DESIGN PROCESS & BUILD THE REQUISITE SKILLS WITHIN THEIR CREATIVE TEAMS.

Good design improves a company's stock performance, according to research from the U.K. Design Council and the Corporate Design Foundation. It also improves earnings, net income and cash flow, as analyzed by business professor Julie Hertenstein and others. Reports of these studies, along with stories of the many companies that have succeeded at least in part due to good design-think Apple, Starbucks and Google-are leading more and more companies to consider the possibility of investing in design to gain competitive advantage. ...

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