Design is a form of competitive advantage. People tend to think of design as good art, good visual language, which it absolutely has to be. But it's also about the ability to do systems thinking.

Design is a form of competitive advantage. People tend to think of design as good art, good visual language, which it absolutely has to be. But it's also about the ability to do systems thinking.

By actively thinking about the implications a space has on its inhabitants, we can create great experiences for those who enter. Make Space is an articulate account about the importance of space; how we think about it, build it and thrive in it.

Good design allows things to operate more efficiently, smoothly, and comfortably for the user. That's the real source of advantage. Businesses have started to understand this, so good design will become the price of entry. ... 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.