Good Design Is Good Business: More Than Aesthetics, It's Strategy

What is "Good Design"?

True "good design" has never been about surface decoration. IBM founder Thomas Watson Jr. said: "Good Design is Good Business." The logic behind this statement is that design's core purpose is to solve problems, not beautify them.

How Does Design Create Business Value?

Let me illustrate with a simple example: Starbucks sells coffee, but it changed the scenario. From cup design to space layout to service flow, every detail communicates one message: you're not just drinking coffee, you're experiencing a lifestyle. This is the value of design thinking - it helps businesses redefine problems and find better solutions.

Three Levels of Design Thinking

1. First Level: Function-oriented "Can it be used?" This is about basic functionality - ensuring a product or service works as intended. Think of early mobile phones: they fulfilled the basic function of making calls, but not much else. This is the foundation, but in today's market, it's just the entry ticket.

   • Example: A website that loads properly and has all its buttons working. It functions, but doesn't necessarily engage.

2. Second Level: Experience-oriented "Is it easy to use?" This level focuses on user interaction and satisfaction. Here, design addresses friction points and creates seamless experiences. Consider how Apple revolutionized smartphones with intuitive touch interfaces - they didn't just make a phone that worked; they made one that people loved to use.

   • Example: Netflix's interface, which learns from your viewing habits to make personalized recommendations, turning a simple streaming service into an engaging entertainment experience.

3. Third Level: Meaning-oriented "Is it worth using? Does it matter?" This is where design transcends utility to create emotional connections and cultural impact. At this level, design shapes how people think about themselves and their world.

   • Example: Tesla isn't just selling electric cars; they're selling a vision of a sustainable future. Their design decisions - from the minimalist interiors to the software updates - all reinforce this greater purpose.

What makes these levels powerful is their cumulative effect. Nike's running app, Nike Run Club, demonstrates all three:

• Function: It accurately tracks your runs (Level 1)

• Experience: It provides an intuitive interface and motivating feedback (Level 2)

• Meaning: It creates a community of runners and makes people feel part of something bigger than themselves (Level 3)

Design Reshapes Business Models

Airbnb's success isn't just about providing accommodation solutions; it's about reimagining the entire travel experience through design thinking. Founder Brian Chesky once said, "Design isn't just about making things beautiful; it's about rethinking how they work." This mindset helped Airbnb disrupt the traditional hotel industry in just a few years.

The Business Logic of Design

Design isn't a cost; it's an investment. The Design Management Institute (DMI) found that design-driven companies outperformed the S&P 500 by 219% over a 10-year period. When we view design as a strategic tool rather than decoration, it can truly transform businesses.