Better by design

摘要

Everybody likes design. The Apple iPod, for example, is a shining example of beautiful design and innovation. But Apple is a rare example of a creatively-driven and highly-successful technology company. Engineering and creative design is not yet integrated into accessible processes to produce winning results for broad engineering sector companies. The UK is a world leader in creative design, but it is also renowned for low efficiency in capitalising on the opportunities this brings. In his review of creativity in business, Sir George Cox, chairman of the Design Council, said the problem is that the creative sector operates as a service to engineering and management. Therefore creativity is not an integrated part of it.