Good design results in products people love. People use products they love frequently and with joy. Products people love are better for businesses because they create loyal customers.

Good design puts people in the center of all decisions, with the goal to create valuable and unique experiences. Good design is about evoking emotions, having an opinion and building relationships.

Good design is a leadership issue. Good design doesn’t care about departments or artificial organizational silos. Good design is everyone’s job, and is fueled by collaboration, not politics.

Good design is a creative conflict focused on doing the best work you can. Because you owe it to your customers.

Companies built on good design principles are the better businesses.