From the editor: Design profit growth

In this editorial, Colin Grimshaw introduces the November 2015 issue of Admap, on the theme of using design to grow businesses.

From the editor: Design profit growth

Colin GrimshawWarc

In the business world, design is (too) often viewed as some ethereal art form that embraces ephemeral style trends. Equated with fashion/luxury 'designer brands', in any other category design is frequently regarded with suspicion, an indulgence and a cost to the business with no tangible benefit.

Tell that to Jonathan Ive. Apple, the most valuable brand in the world ($247bn), has built its brand by applying design aesthetics to the dull, dowdy world of IT. Pre-Apple, who ever thought a computer needed to be stylish?

But get design wrong and the...

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