What does IKEA, Nespresso, and Airbnb have in common?
They are all companies that use design as a driver for continuous innovation and growth. Design-driven companies become market leaders by focusing on delivering great experiences for their customers and building high-growth businesses around their brand experience. Any challenge, no matter how large, will benefit from a design-driven approach. It’s by far the most effective way to come to a conclusion quickly, without ending up spending months on a hunch that could be wrong.
Originally published at Henrik Jensfelt.