Lee Coomber explains why blending design thinking and business strategy is such a successful combination.
There has never been a better time to be a designer. Leading brands - such as Nike - are moving designers into CEO roles. Consulting and financial companies are snapping up design firms. IBM has bought three design agencies this year alone.
More than a third of the top 25 funded start-ups are co-founded by designers. And the Design Management Institute found that, in the US up until 2014, design-led companies outperformed the S&P stock market index by 219% over the last 10 years. What’s created this shift to design?