Design is not only, or even mainly, about aesthetics; it is about creating holistic, human-centered systems that deliver real value.
Delivering value means providing a product or service solution that meets people’s needs. Providing a solution consistently and sustainably requires a business model. Building and operating a business model takes an organization.
To win in today’s markets, products must go well beyond technology, function and form.
Even the best products mean little without a business model that delivers value to customers and stakeholders.
While 20th century companies successfully operated with functional and hierarchical structures, organizations today require a network structure that allows them to continually evolve.