These days we have to be careful what we wish for when it comes to design and business. For many higher-level designers, the days of shaping singular objectified creations have given way to the crafting of complex experiences tangled up in those entities we call organizations. "Design and business" yields about 500 to 700 million results on popular search engines. No doubt it is a hot topic, and when it comes to delivering business results through design, the expectations of management are higher than ever before. Yet, while most businesses served by designers are aware of design and some agree that design is valuable, only a few actually commit to design-based approaches. How we, as the collective design profession, lead this design and business movement will redefine every aspect of our vocation for years to come. Will design thrive on its own, merge with branding, or be assimilated by marketing or R&D?
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