The Article „Building a design driven culture“ explains why it is not enough to just sell a product or service. Companies must truly engage with their customers. It needs embedded experience design.
The article claims that the real-world business needs empathy to put custormers, clients and end users at the center of the problem-solving equation (design thinking).
According to the Design Management Institute’s Design Value Index, for example, design-driven companies have maintained a significant stock-market advantage, outperforming the S&P 500 by an extraordinary 219 percent over the past ten years.
Many companies are committing to improve the user experience. But making design a core capability that drives growth and competitive advantage means companies need to go further.
Read the whole article at McKinsey&Company, published in September 2015 by Jennifer Kilian.