What is design? Have you given any thought to it?
Believe it or not, design is not just about the fonts, colors, images, or layout a designer chooses. Yes, we call it designing and the result is often called a design, but really design is about problem solving. Great design solves real business challenges.
The most innovative companies know this. That is why everyone loves them and why they continue to be the best. Yes, their product or website may visually look great, but the real reason why these companies rise to the top is that they solve their business challenge better than their competitors do.
Design is a living and breathing thing that has to weave its way through the entire organization to work effectively. The deeper it goes, the stronger and better it gets. No, nothing is good in excess, so it does need to be contained from time to time, or the process can get out of control. But more often than not, design is a very powerful thing for an organization to let run wild.