The Value of Design
Good business outcomes treat design as a holistic process that pulls in savvy marketing and research, as well as smart ideas, says IDEO's Diego Rodriguez:
'Good design does not always equal good business. But good business outcomes—especially when the goal is to create new sources of value in the world—are most often achieved through a well-structured design process that is more holistic and inclusive than the notion of good design.'
http://www.businessweek.com/innovate/di_special/20100201the_value_of_design.htm
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