Why Your Company Must Have a Design Culture (1st edition)

This Element is an excerpt from Do You Matter?: How Great Design Will Make People Love Your Company (ISBN: 9780137142446) by Robert Brunner and Stewart Emery. Available in print and digital formats.

Take a broader view of great product design--and promote culture and processes that help you create winning designs over and over again!

The process that delivers a good design--the physical embodiment of the product and the way the thing looks and feels to a customer that is so important for success--is often driven more by serendipity than an integrated understanding of design's impact. Serendipity is a good thing--counting on it isn't.