There's one thing McKinsey didn't address in their Business Value of Design report which would have made all the difference....

The report confirms what the Design Management Institute has concluded in the past years as well. Investing in design is good for business.

From my observations the C-level and also the people who do design on the ground have a pretty good understanding of its value.

What I hope that McKinsey would have addressed in the report is the fact that great design initiatives often die in the middle layers of an organisation.

That's where the big challenge lies.

Read the Business Value of Design report here:
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