We also all know iconic designs, such as the Swiss Army Knife, the humble Google home page, or the Disneyland visitor experience. All of these are constant reminders of the way strong design can be at the heart of both disruptive and sustained commercial success in physical, service, and digital settings.

Although the commercial benefits of designing great products and services are well-known, but realizing the great design goal is notoriously hard and competition & innovation is making it more getting harder. Now only the very best designs stand out from the crowd, which leads to the rapid rise in consumer expectations. For example Amazon; instant access to global information and reviews; and the blurring of lines between hardware, software, and services.