Design

"Good design is good business"

IBM legend Thomas Watson coined this phrase in 1975 and it has proved to be guiding principle of many successful companies. The reason is that good design is a powerful way to gain market advantage. As products and services become more commoditized, companies have found that design elements help differentiate them from competitors. In essence, design is the articulation of your brand promise. It’s ultimately the way customers perceive you and your company.