How did design get so popular? Why has every business from Procter & Gamble to the corner restaurant decided that design is going to help them connect to a broader audience? There's something going on here, and everyone wants a piece of it, but I think many are missing the real reason this change is taking place.
Design's power lies in its fundamental purpose, making something better -- an experience, a product, a message, a cause. We're seeing that purpose utilized today in the way products like the iPhone and the Mini are changing entire business categories. We're seeing it in the way better products and services are identified, packaged and presented to their audiences