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More and more companies are coming to understand the competitive advantage offered by outstanding design, and in turn designing an outstanding total customer experience. Delivering great designs is not easy. many companies accomplish it once, or even twice; very few do it consistently. the secret: building a genuinely design-driven business in which design is central to everything you do. Design Matters shows you how to do precisely that. Brunner and Emery will show you what it really means to be design-driven and how that translates into action at Nike, Apple, BMW and IKEA. You'll learn how to: put into practice design-driven techniques for managing your entire experience chain define effective design strategies and languages manage design from the top, encouraging risky' design innovations that lead to entirely new markets extend design values into marketing, manufacturing and beyond genuinely absorb design into your processes and culture. UGLY IS OUT. DESIGN MATTERS.