My business partner John Zapolski will be speaking at The Institute of Design Strategy Conference in May. For a preview of his thoughts, check out the interview with him on the conference website, “Design as a Core Strategy“.

…Companies that are successful exploiting the full potential of design do so because it’s present in all of the decisions the company makes. …these companies aren’t choosing to apply design to their respective business strategies, but have chosen design as the fundamental strategy itself. Design is the philosophical core of the company. Everyone in the company becomes involved in designing, whether that means creating financial plans or selecting casing materials for an industrial product. Design isn’t something that the design department does. It’s a way of operating the company. It’s an ongoing set of choices about how the company is going to exist, to compete, to grow.