Good design is good business


These words, quoted by long-time IBM Chairman-CEO Thomas Watson Jr., hold relevance even today, perhaps more than ever. 

In an increasingly competitive business landscape, design is the new battleground. The success of a business depends on it. Design is an investment in innovative thinking, positioning, branding and communication that creates value for businesses in terms of competitive advantage, customer trust and loyalty, and market share.


In a rapidly changing global and local business environment, design thinking helps businesses counter the complexity of conditions with creative solutions. It is a critical strategic asset that is most effective when employed early in corporate plans and not as a decorative finality. Many equate it with aesthetics, but good design is much more. As described by Steve Jobs, design is “the fundamental soul of a man-made creation that ends up expressing itself in successive outer layers of the product or service.” In other words, design is the character of anything you create.

Design is not limited to products. Design thinking can go in almost everything – an app design, a car design, communication design, and so on. Keeping design at the forefront can help in creating differentiators to products & services, as well as attracting and retaining customers.

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