At its core, design is about people. Company decisions (not just product or marketing decisions) should be made on true customer insight. When design thinking is embedded in company culture, it enables companies to find success by focusing all of their efforts around customer problems.
It’s no coincidence that CEOs have adopted designer mindsets (or designer mindsets have enabled some to rise to CEO). For companies to succeed in today’s (and tomorrow’s) economy, design must be at the heart of everything these companies do.