“Design is a form of competitive advantage… Good design allows things to operate more efficiently, smoothly, and comfortably for the user… Customers appreciate good design. While they can’t necessarily point out what specifically makes it good, they know it feels better. There’s a visceral connection. They are willing to pay for it, if you give them a great experience.” – James P. Hackett

Read James’ thoughts on “The Case of Design” from Fast Company.

1. Great design gives us something to relate to and to feel connected with
2. Designers don’t actually “solve” problems. They “work through” them.
3. Design is everyone’s job. It takes a commitment from everybody in the company.
4. What makes people passionate, pure and simple, is great experiences
5. Experience should not be sacrificed for growth–it should drive growth