Design-led organizations consistently achieve higher levels of profit and growth, so it’s no wonder that leaders are rushing to build design teams. But too often, design falls short of its true potential: to redesign the way organizations conceive, create, and deliver value. 

Why does this happen? Even while organizations praise design, they undermine it. We call this design’s double bind. 

By untying the double bind, organizations can fundamentally rethink how they create value, how they engage with people who use their products and services, and how they perceive competitors and the people they ultimately serve. 

Both a roadmap from leaders who have been there, and a practical manifesto to inspire action,  Redesigning Value will appeal to organizational leaders striving to successfully deploy design in their organizations, and to experienced designers who want to take design to the next level.