Intelligent Design - How managing the design process effectively can boost corporate performance

Design – the purposive application of creativity to all the activities necessary to bringideas into use either as product (service) or process innovations1 – could and shouldmake and important contribution to the performance of every firm. The designprocess is inextricably linked with innovation and thus with an organisation’scompetitive position.The truth is, however, that too few firms understand or acknowledge the role thatdesign can play. This briefing document highlights a number of key issues about therelationship between design, creativity, innovation, performance and competitiveness.[...]