Design is Valued. Now What?

Given the perceived value of design in today’s software industry, many companies are putting it at the top of their agenda. They want designers to deliver the impact they see in design-centric organizations: higher margins, devoted customers, and an innovative product pipeline. It’s an expectation of product leadership and significant impact.

But because these are big goals, they require big changes. It’s not enough to simply hire a good designer and proceed with business as usual. Companies that deliver great design have cultures that make it happen. Though many companies want the value design delivers at Apple, are they willing or able to change their culture so dramatically?

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