In the last decade, the more far-seeing set of mature, large businesses has been making hopeful approaches towards design. Their ardour comes from seeing design as a source of competitive advantage, and has been reported on widely.
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Visionary Position: Design on Top
Look around you and you likely wouldn’t know it, if you are reading this in print in a developing country, but business is getting very, very attracted to design. If, on the other hand, you are reading this on a screen in a G-8 country, this may seem like settled fact. This is a consummation that designers have long and devoutly wished, and while isn’t, not yet, a ‘best practice’ that corporations adore, it’s no longer just conference-room hype. Power and money demonstrate that.