WHAT IS

DESIGN?
(and why is it important)
 "a little
something
on top."
 "an after-the-fact
cosmetic-makeover
thing."
 "not the most
important thing."
(if at all important)
DESIGN
is the F UNDAMENTAL

SOUL
of a man-made creation
DESIGN
is about demonstrating how
BEAUTIFUL
something
CAN BE.
It has a very
PROFOUND
capacity
DESIGN is a way of
CHANGING
LIFE
and influencing
t h e f u t u r e
w h a t i s d e s i g n ?

Design
is what and why I

L OVE
w h a t i s d e s i g n ?

Design
is why I get

MAD
w h a t i s d e s i g n ?

Design is the
principal
difference
b e t w e e n
LOVE & HATE
DESIGN is the

No. 1
determinant of
whether a product-
service-experience
stands out or not
D e s i g n M y t h s # 1

W h a t
FedEx
knows that
you maybe not
D e s i g n M y t h s # 2

W h a t
Target
knows that
you maybe not
71 Habits of Highly Successful Design Driven Companies

Put design on
the agenda of
E V E R Y
MEETING
71 Habits of Highly Successful Design Driven Companies

Include gifted
designers on
ALL PROJECT
TEAMS
71 Habits of Highly Successful Design Driven Companies

Build physical
fa cili ti es th a t

S I NG
71 Habits of Highly Successful Design Driven Companies

Measure the
amount of
EXTERNAL
recognition
71 Habits of Highly Successful Design Driven Companies

Have in te rn al
and external
AWARDS
that focus on
d e s i g n
71 Habits of Highly Successful Design Driven Companies

Have a formal
DESIGN
BOARD
71 Habits of Highly Successful Design Driven Companies

Invite top
DESIGNERS
to address the
c o m p a n y
71 Habits of Highly Successful Design Driven Companies

P u t
DIVERSITY
front and
c e n t r e
71 Habits of Highly Successful Design Driven Companies

Feature design
SENSITIVITY
explicitly in
all training
71 Habits of Highly Successful Design Driven Companies

Openly use the

EMOTIONAL
l a n g u a g e
of design
71 Habits of Highly Successful Design Driven Companies

Create and
authorize
DESIGN
C O P S
71 Habits of Highly Successful Design Driven Companies

Talk openly about

t h e d e s i g n
mindfulness
o f t h e i r
"CORPORATE
CULTURE"
71 Habits of Highly Successful Design Driven Companies

H a v e a
strong, formal
DESIGN
FUNCTION
71 Habits of Highly Successful Design Driven Companies

The chief designer

is a member of the

BOARD
71 Habits of Highly Successful Design Driven Companies

H a v e g r e a t

A R T
on the walls
17 Habits of Highly Successful Design Driven Companies

Support the

ART S
17 Habits of Highly Successful Design Driven Companies

H a v e a n a nnua l
or bia nnua l
DESIGN
AUDIT
S I M PLI CI TY
CLARITY
G RACE
BEAUTY
it is a question of

ALERT
NESS
?
Copyright 2005