Most people think good design is directly related to beauty. They’re wrong. Good design is about executing a desired outcome through visual communication. Did you notice how ugly our first slide is? This is intentional.
In their efforts to stay ahead by developing competitively superior products, many companies don’t realize the speed at which they are moving up-market. They fail to recognize that they’re over-satisfying the needs of their original customers as they race the competition towards higher-performance, higher-margin markets. And they fail to see that in doing so, they’re creating a vacuum at lower price points into which competitors employing disruptive technologies can enter. (See Clayton Christensen’s writings in The Innovator’s Dilemma.)