March 1st, 2019

Time Economy // Part II: Design with a Capital D

BY stokestrategy

Ask someone to define “design” and they’ll typically describe it in elementary terms. The more right-brain emotive types lean toward aesthetics – how something appears or appeals to the senses. The left-brain analytical types orient toward functionality – how well something performs for its intended purpose. Look for a definition in a dictionary and you won’t be any more impressed.

But these definitions lack the richness or prismatic quality that the discipline of “Design” has come to mean. More than a handsome communication piece, or a pragmatic product feature, strategic Design is a deeper – increasingly essential – core competency.

Today’s most clever and successful organizations embrace Design – with a capital D – as the foundation for creating value for customers.

So to communicate that potential, we felt compelled to create our own definition: