Patrick Van Der Pijl

Design is not a fad. For companies to succeed in today’s (and tomorrow’s) economy, design must be at the heart of everything those organizations do. Leaders and employees must think and act like designers. Design is more than the visual aspects of a company’s products, services, and marketing. Design thinking can and should be applied to both strategy and innovation. At its heart, design is about

For too long, people have pretended that business is linear, and predictable. For too long have they tried to ignore and remove uncertainty, with little effect. Designers have always lived with uncertainty, and know how to turn it into an ally. In today’s world, to be successful, you need to think like a designer.