Design Thinking: The Secret Sauce of Successful Business

In 1973, IBM CEO Tom Watson declared, “Good design is good business.” He recognized that design was more than cosmetic but served a purpose that went far beyond aesthetics. He realized it was also a solid business strategy. Today, numerous prominent companies have proven his observation to be correct. The corporate world began to sense the business value of design in the 1960s. The industrial revolution spawned a large number of new corporations and along with that proliferation came the need to create clear distinctions between them. A distinctive logo to represent them became essential, and the more savvy companies went even further, designing visual systems that made it clear to employees precisely how the company wished to be presented [...]