“It’s a given that we at Cooperóand most of you reading this articleóbelieve design is the right tool for translating market needs into tangible product specifications. The people who hire us to design their products or who attend our Cooper U courses think the same thing. Unfortunately, the best designs and the best intentions won’t always lead you to success, because the problem goes beyond your product and beyond your design or development process. Building better, more innovative, and more profitable products requires organizational change on a deep and difficult level.”
Link:
http://www.cooper.com/content/insights/newsletters/2004_issue04/Ten_ways_to_kill_design.asp
