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We came across some hard-headed thoughts on design from Steelcase CEO, Jim Hackett in Fast Company.

“Design is a form of competitive advantage,” says Hackett, whose firm manufacturers office furniture to the tune of two and a half billion dollars a year:

People tend to think of design as good art, good visual language, which it absolutely has to be. But it’s also about the ability to do systems thinking. Good design allows things to operate more efficiently, smoothly, and comfortably for the user. That’s the real source of advantage. Businesses have started to understand this, so good design will become the price of entry.

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