There is no one, right way to design or develop anything. To a large degree, it needs to reflect the culture  -  especially the innovation culture  -  of a company.

Designers are optimistic people who are trained to be courageous about the future—and making the future happen. They aren’t always aware of the intricacies of operations and the impacts of the solutions they propose, just like entrepreneurs, but they aren’t afraid of confronting a blank piece of paper (or screen or board) and getting to work making something new.

User experience is important to strategy.

Designers need to be more than ambassadors, they need to be fully functioning and fully aware members of strategic decision-making teams in a company.

All design is the process of making experiences.

Relationships happen in experiences.

There is no one, right way to design or develop anything. To a large degree, it needs to reflect the culture  -  especially the innovation culture  -  of a company.