Designer explains importance of design in business success

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Design is key to the success of every company – not only in the classical sense of branding, product and packaging design, but it also plays a key leadership role in innovation, entrepreneurship, and entire customer experience with concepts like design research, entrepreneurial design and design thinking. To be successful in today’s environment, designers must not only know how to tactically design a “thing” but also be skilled developing and executing strategies. This requires a solid understanding of all aspects of the business and can only be achieved by asking the right questions, including the uncomfortable ones.
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