Design is often used as a noun, “I will do a design for you” is common. However, when you think about it, design is not just a thing, an end product, it is a process of moving from an idea, through iterations, to a final form.

It is a verb.

“To design” should be a verb to be valued. Steve Jobs knew that, and executed on it, and as a result Apple became for a while, the most valuable corporation in the world, starting from the position of basket case.

Design is a funny word. Some people think design means how it looks. But of course, if you dig deeper, it’s really how it works” Steve Jobs.

The “how it works” phrase implies not just that the product itself works in ways that deliver great value, but that the way it works is in sync with the mind of the customer.

Need to better define how your customers mind works?

Chances are the experience of the StrategyAudit team can help.