John Sviokla and Mitch Cohen [Archive.org URL]

Most businesses accept design as inherited. The business model, pricing, functions, sales pitch, deal structure—nearly everything—is treated as predefined by the existing models, costs, and pricing that already exist in the company and/or the industry. Idea generation is viewed as the creative part, and execution as standard. If a company has a design sensibility at all, it applies almost exclusively to the sensory elements we typically associate with the word—the look, feel, or emotions associated with a product.

Like this content? Why not share it?