Design isn’t the veneer that’s slapped on at the end of a project. It isn’t just “pretty” or “nice to have.”
Design doesn’t come from consensus. It’s not something a committee of competing interests can develop.
Design isn’t just for objects. Companies shouldn’t confine design to the “Design Department.” Services, experiences and even marketing strategies should be designed.
True design is the complete, unified whole as envisioned by one person or a small group of cohorts. If you’ve been reading the Steve Job’s biography (and who hasn’t?), these concepts should sound familiar. I’m thrilled such a popular book is championing the key essence of true design. Apple and Pixar’s successes prove that dedication to true design works– more than works. True design results in “insanely great” things.
So, how are you designing your company and your marketing? Who has the vision? Where’s the passion? If you can easily answer these questions, you’re doing design right.