Chapter 4. Being Design Driven
Design as a total concept—how iconic design-driven companies behave—a look at what your company needs to do to be design driven—how companies such as Apple, Samsung, and Interactive behave and how design is embedded in their culture.
Let’s say you know your company isn’t yet the icon you want it to be. Perhaps you’ve taken a few steps, tentative or assertive, but you aren’t yet a design-driven company from one end to the other. Well, you need to be. It isn’t easy; otherwise, more companies would be doing it. If your company, products, or services do not live in the gut of your customers as a positive emotional experience, you need to take a candid look at yourself and consider what you need to do to get started and ...
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