“With the emergence of Lean Startup, it’s clear that some at least in the business community are in this happy place. We need to join them.
Years ago, when we had to pitch companies on the value of design, it was common to argue that a successful company needed three capabilities. It needed a business capability to find a profitable market. It needed a technology capability to create a working solution for that market. And it needed a design capability to define what that market found desirable. In this moment, as these three capabilities have found one another, the possibilities are tantalizing.”