Study Proves Design’s Impact on Corporate Growth
According to “What Is the Real Value of Design,” a study by Motiv Strategies with DMI, design-driven businesses grew 299 percent between 2003 and 2013. The S&P 500 grew just 75 percent.
The difference in growth is astounding. The message is clear: nvest in design and grow or don’t and stagnate by comparison. Granted, Apple was included in the 14 design-driven companies, which surely skewed results.
That said, when the researchers removed Apple from the calculations, the impact of design continued to be remarkable: the design-centric companies still outpaced the S&P 500’s growth by 58 percent, according to the study report.
- Solving problems the customers didn’t know they had: “Identifying and capitalizing on the discovery of unmet needs leads to the perception of market leadership,” Rae notes. “If a company can do this on a systemic basis, that perception will become reality.”
- Cutting costs: Consider Procter & Gamble’s move to thinner and cheaper plastic packaging, which is expected to save P&G $1 billion a year. “Companies that harness design to curb costs can thus double design’s financial impacts by managing the bottom line, while simultaneously growing the top line.”