1. Thou shalt not believe design doesn’t matter
We are all exposed to world class design everyday. That Mercedes in the wing mirror, the Coke can on the shelf, the road sign saying don’t go above 30, the layout of the yellow pages. Great design is all around us.
People don’t shut this experience off when they look at the output from your company. You are judged by the same standards. If you think that design doesn’t matter, your customers will judge you harshly.