The role of design in entrepreneurship

- Until recently, in many peoples' minds,…design amounted to an aesthetic exercise.…However, while design can have an aesthetic impact…that is neither its primary objective…nor its greatest value.…Appropriately leveraged,…design can deliver many forms of return on investment…to a business.…Design can empower an organization…to capture new market opportunities faster,…to extend its reach across current markets…and into new ones,…to engender deeper relationships with its customers,…to develop internal innovation capabilities…and ultimately, to reinvent itself…to capture disruptive new market opportunities.…

When we speak of business invention and reinvention,…we're speaking of entrepreneurship…and entrepreneurship poses its own unique challenges…and uncertainties.…We often speak of the constraints of entrepreneurship,…particularly the constrained resources…and constrained timelines…and we need to address these in any approach…to launching a new venture.…However, there's also a significant lack of constraint…that we need to address simultaneously.…