Design is an investment in innovative thinking, positioning, branding and communication that creates value for businesses in terms of competitive advantage, customer trust and loyalty. In a rapidly changing business environment, design thinking helps business counter the complexity of conditions with creative solutions. In a global economy in which production gravitates toward the lowest cost producer, human-centered design provides the competitive differentiation needed to gain market share. Design is a critical strategic asset that is most effective when employed early in corporate plans, and not only as a decorative finality.
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