Dominant Design

Dominant design is one of the terms discussed in the fourth chapter of our textbook so I decided to blog something related to it. I found an article called “ Using design to drive innovation” published by Phil Best who is Vice President of Product Design & Innovation at design agency, LPK and a veteran of Procter & Gamble, he is credited with establishing design as one of P&G's core competencies.
Analyzing the author’s opinion, the relevant point mentioned in this article is that during recent years companies had been through different eras pursuing their business success. The previous era was strategy, more recently it's been innovation, and now it seems like design is playing a key role in the way companies are approaching the market.
It is important for the companies when a consumer seeks a new product to have a great design (differentiation factor) this relates not only to their own product design but also the visual identity of a company. What I mean is that good design should be concerned not only innovation in style but also in manufacturing processes, price, service and support needs of people. Many successful projects operating in the market are appreciated for their simplicity and functionality.

The article's link:

http://www.businessweek.com/innovate/content/jun2009/id20090629_681162.htm?chan=innovation_design+index+page_design+thinking