That isn't to say that what's at the end of the process is unimportant. It is. But getting the process right greatly improves the chances of the getting the product (or service) right.

Design is about identifying problems, asking good questions, and finding better answers. We think that businesses can be better by design. That the principles of design strategy and design process can be applied to companies to help build the bottom line.

We're not the only ones thinking this way.

The investigation and application of design thinking  is a global phenomenon. Design strategy is taught at the most influential business schools, and it's applied in some of the best boardrooms