Everything you see will have a designer behind it. Some concepts are good and have remained unchanged for decades, whist others need to get better. You know good design when you use it.

Winners have an edge in design. Look at the Interbrand Top 100 brands – their products and systems are thoughtfully considered. A ten-year evaluation by the UK Design Council showed that design has a direct link to business performance from turnover and profit, to market share and competitiveness. “Design intensive firms outperformed their peers by 200% through bull and bear markets” and 80% of companies believed that design would give them an upper-hand in the current competitive market.

Design is an integral part of developing more high-value manufacturing. If we underestimate the importance of design we’ll miss an opportunity to add value through innovation – and make the world a more beautiful place.

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Kevin Roberts

Kevin Roberts is founder of Red Rose Consulting; business leader and educator; author and speaker; adviser on marketing, creative thinking and leadership.


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