This Element is an excerpt from Do You Matter?: How Great Design Will Make People Love Your Company by Robert Brunner and Stewart Emery, available in print and digital formats.
Take a broader view of great product design - and promote culture and processes that help you create winning designs over and over again! The process that delivers a good design - the physical embodiment of the product and the way the thing looks and feels to a customer that is so important for success - is often driven more by serendipity than an integrated understanding of design's impact. Serendipity is a good thing - counting on it isn't.