GuildQuality

From BusinessWeek:

A 2007 survey by Kelton Research for Autodesk (ADSK) found that when seven in 10 Americans recalled the last time they saw a product they just had to have, it was because of design. The survey found that among younger people (18 to 29 years old), the influence of design was even more pronounced.

Are you building and selling beautiful homes, buildings, communities, or additions? If you’re not, you should be. The embarrassment of the last 60 years of architecture is not passing muster with today’s buyers.

More from the article:

Unfortunately, most business managers are deaf, dumb, and blind when it comes to the creative process. They learned their chops by rote, through a bounded tradition of spreadsheet-based theory. As one MBA joked, in his world, the language of design is a sound only dogs can hear.”

For businesses to bottle the kind of experiences that rivet minds and run away with hearts, not just one time but over and over, they’ll need to do more than hire designers. They’ll need to be designers.