Judging a book by its cover (a case for design in enterprise)

Tom Peters, the management maverick, is one of the most vocal proponents of getting design to have its rightful place in corporate strategy. Not only in the creation of products but in the development of what he calls “Beautiful systems” as well. In short, he speaks of design as being a pervasive philosophy in strategy (Check out his book, “Re imagine!”).

It is as important for the small business as it is for the blue chip company. It is at the interface of the consumer’s interaction with the product, service or company. Thus it is an important frontier for the battle for the consumer’s mind space. From print adverts to invoices, product packaging to corporate culture; design has the capability of creating a level playing field (just as websites or “internet real estate” has come to be) among competitors.

Apple did it with their sleek designs and the birth of the celebrity creatives like Jonathan Ives while for a company like Bang and Olufsen, it gives wings to its poetic flight. Thankfully, the idea has trickled down form product development to a new way of thinking. As a conceptual model, design’s essence is revealed and can be readily seen in everything the organization does.
Everybody loves good design. They want to perceive things as affirming their sense of form without compromising functionality. They want something truly beautiful.