“Successful businesspeople in all fields endeavor to understand that they are in the business of designing a total customer experience. We call this the customer experience supply chain. The physical product or service is a central part—but, alone, not a sufficient part—of the equation for lasting success. Design is everyone’s job. Doing good design takes more than good designers. It takes a commitment from everybody in the company—soup to nuts, end to end.” – Do you matter? How great design will make people love your company by Robert Brunner and Stewart Emery

Purchase the great book Do you matter? How great design will make people love your company for more thoughts on the idea of a “customer experience supply chain.”

1. Experience should not be sacrificed for growth–it should drive growth
2. It takes great empathy to create a good experience
3. What makes people passionate, pure and simple, is great experiences
4. A successful company is one where everybody owns the same mission
5. Design combines art, scientific complexity, and usefulness