We already know that design matters. Product design. Industrial design. Experience design. Supply chain design. Witness the renewed fervor for the iPhone 5 today: It goes way beyond function to sheer desire. Nobody wants objects or experiences that just do the job – they want something they want to do the job with.
So instead of competing on technology, people began to compete on design. And now everyone seems to be trying to out-design each other. But designed objects and experiences have become the norm – some would even say boring.
Design is no longer the killer differentiator.