Research study between 2000-2005 found that Fortune 500 companies which focused on 'customer experience' design, outperformed others by 10:1 in terms of profit margin.
Design for me is not just about the artwork, it is the art of connecting the surreal to the real, the concept to the reality and the desire to the need. It is about the experience that you deliver. Design is not just about seeing it as a product to sell, but seeing it as an emotional gift to the consumer.
I love Yves Behar on design. He said