“I’ve come to believe strongly that one of the roles of design is to bring humanity, intelligence and beauty to the world of business, and indeed to everyday life. In my experience, good clients and good designers don’t see this goal as being opposed to—or even separate from—achieving business goals, but rather an integral part of it.” – Michael Bierut

Read more from Michael in his 2006 interview with Peter Merholz from Adaptive Path.

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1. The measure of success for design is the degree of its impact
2. Design and business leaders must take the time to understand each other
3. Design addresses needs that customers themselves may not know they have
4. Creating a shared reference with customers will drive business
5. Designers must deliver not just beautification, but substantial change