Have you ever walked up to a door and pushed when you needed to pull? Find some books easier to read than others? Found yourself lost or confused when you shouldn’t be? Why? Design is often the problem - and the solution.

Designers (of all types) are artists, problem solvers, mathematicians, philosophers, culture shapers, mind readers, visual musicians. We are thinkers. It is this design thinking that can transform business. When a company considers both form and function it may change how they do business.

Think Apple. Their products are not that unique. They sell music players, computers and software. However, they sell more than things. They sell solutions, and emotions. We line up to be a part of the culture they’ve created - by design. They do this by making design an integral part of the process - how it looks, the materials, how we interact with the product - all unique and insightful (through design thinking). The result? Record profits during an unstable economy.

With many companies design is often the last piece of the puzzle. The designers task, after critical analysis of the problem presented, is to create something tangible that can be consumed - whether that be a product, a brochure - whatever. Designers make ideas, meetings, ordinary words on standard letter paper come alive. We use our ability, experience, knowledge and software to create unique solutions.

Bruce Nussbaum wrote “Design Thinking is the new Management Methodology.” Today, a 22 year old can build an influential company relatively quickly and reshape communication in the process. Convention no longer applies. Business needs design.

Make design a part of the discussion from the start. This is not a DIY project. Hire professionals, then watch and learn while innovation grows your business - by design.