When companies and creators talk about design today, their focus tends to be on new product development. Such a focus, however, generally leads to increasing complexity, higher operating costs and higher risk of failure, creating a vicious spiral that drives customers away and destroys shareholder value.
Process and service innovations do just the opposite, by creating a virtuous circle — attracting and retaining customers by improving convenience and efficiency, and using those gains to fuel more innovations. This virtuous circle drives sustained differentiation and competitive advantage.
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