Leading Business by Design is the Design Council’s qualitative research project that investigates the strategic use of design at senior levels in a sample of UK and global businesses.
We worked with Warwick Business School to interview business leaders with experience of applying design at board level.
“Design is everything, because without it we have no business. Anybody can design a decent product. They can’t all design outstanding products. So, design is the differentiator.” CEO, Pentland Brands plc (owners of Speedo).