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
the future

what is design?
Design
is what and why I
L OVE

what is design?
Design
is why I get
MAD

what is design?
Design is the
principal
difference
between
LOVE & HATE

DESIGN is the
No. 1
determinant of
whether a product-
service-experience
stands out or not

Design Myths #1
W h a t
FedEx
knows that
you maybe not

Design Myths #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
EVERY
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
design

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
company

71 Habits of Highly Successful Design Driven Companies
P u t
DIVERSITY
front and
centre

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
language
of design

71 Habits of Highly Successful Design Driven Companies
Create and
authorize
DESIGN
COPS

71 Habits of Highly Successful Design Driven Companies
Talk openly about
the design
mindfulness
of their
"CORPORATE
CULTURE"

71 Habits of Highly Successful Design Driven Companies
Have 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
Have great
ART
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 biannual
DESIGN
AUDIT

S I M PLI CI TY
CLARITY
G RACE
BEAUTY

it is a question of
ALERT
NESS

?

Copyright 2005