The Role of Design in Business

There are four basic areas in which design has an important role to play in value creation, say Ravi Sawhney and Deepa Prahalad.

The frequent question asked of the design community is of its value to business. The query itself makes little sense. Quite simply, the role of designers has always been to translate and communicate the value of a business idea to consumers. The best designers can do far more—they can help companies connect and establish a dialogue with consumers, thus enabling firms to innovate more efficiently.

Read the rest of Ravi and Deepa’s article on BusinessWeek.com.