Whether the effort concerns organizational vision, product development, or branding, design is essential to success. Contributors reveal where and how it most benefits performance. They offer insights on the nature of design strategy. They articulate brand design principles and share brand and product case studies, including a fascinating story about Boeing’s 787 Dreamliner. Looking into the future, one author provocatively urges colleagues to improve the way people live and work, exploit yet-untapped energy resources that do not degrade the environment, and expand automation to reduce toil and to free human capital.  

Articles

Integrating Design into Strategic Management Processes
Ron Sanchez

Building Brands: A Shift in Strategy for Cascade Designs 
Liz Brown

A New Airplane for a New World: The Boeing 787 Dreamliner
John Barratt

Forecasting the Frontiers of Design
James Woudhuysen

Disruptive Cycles, Adaptive Strategies, and Principles of Leadership: Tantalizing Connections
Maureen Thurston-Churtraw

Strategy for the Real World
Kevin McCullagh

Leadership in Design Management: Are You Using the Right Tools?
John Arnott

Finding the Heart of Your Brand
Scott Lerman

R.O.I.=Return on Imagination
Richard Henderson