DESIGNA MAGAZINE DESIGNA ISSUE III 2019 2 | Page 98

YOUR BUSINESS & DESIGN
FEATURE
“FIVE BELIEFS THAT INHIBIT GOOD DESIGN”
Here are plentiful examples today of companies using design to
create value for consumers and shareholders. Despite the growing
The growing interest in design
notwithstanding, many businesses
cling to misbegotten ideals that
hinder it, says consultant Deepa
Prahalad
interest in design across industries, there are also persistent
misconceptions that keep many business leaders from realizing its
potential in their organizations. Here are the most common ones:
1. Quality is more important than design in my business. Quality is
important in every business and always will be. However, quality is
the price of entry in many industries and it's rarely enough to win
market share and loyal consumers.
There's a persistent belief in a trade-off between style and
substance. In reality, design is a way of conveying quality. Data
suggest that companies gain the luxury to focus on design when
they have mastered quality, distribution, and understand their
markets well enough to create a relevant offering. Google, Coca
Cola, HP, Procter & Gamble—are just a few examples of firms that
are high design and high performance.
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