fEATURE what is the reaL vaLUe OF desiGn? Jeneanne Rae is the founder design integration, customer Seven Gurus of Innovation in through Georgetown University’s and CEO of Motiv Strategies, an experience, and growth strategy. its cover story on the creative McDonough School of Business innovation strategy firm. For more In addition to writing articles corporation. She was later hailed for 10 years. She holds a BS in than 20 years, she has served as for publications such as Design as one of BusinessWeek’s Leaders commerce from the University a consultant to dozens of global Management Review, Innovation of the Year for her ground-breaking of Virginia and an MBA from corporations, including Procter Management, and Fast Company, work in service innovation. She has Harvard Business School. & Gamble, Johnson & Johnson, Rae has written extensively for also served as an adjunct professor Microsoft, Pepsi, and AIG. Her Bloomberg BusinessWeek and teaching new product and services expertise includes innovation, was named one of its Magnificent development at the graduate level 8 CosT ReDuCTIon Best-practice innovators use design The categories above suggest eight of the many Design can also make great strides to help ways design can be used as a strategic business tool get the cost out of manufactured goods to increase sales and market share, as well as build through rethinking the ways and means wider margins and drive customer delight. But this products come together. Procter & Gamble, list is not by any means exhaustive. Although the best known for its household brands such as role of design within organizations can be difficult tide and Pampers, has recently developed to define, it is clear that giving design a seat at the a process to develop plastics that are table adds significant value that helps differentiate thinner, cheaper, and more environmentally and elevate companies beyond the norm and helps friendly than the industry standard. it to deliver tangible business results. is estimated that this new technology Acknowledgments could save the company up to $1B a year. Special thanks to Joy Thomas, Senior Strategist at Motiv Strategies, Companies that harness design to curb who provided the analytical support to develop the DMI Index, costs can thus double design’s financial in addition to case study research and other thought leadership for this article. impacts by managing the bottom line while We also appreciate the support of Michael Westcott, DMI president, simultaneously growing the top line. who provided inspiration, guidance, and other key contributions to this work. APPlE ForD HErMAN-MIllEr IBM INTuIT NEWEll-ruBBErMAID NIKE ProCTEr & gAMBlE STArBuCKS STArWooD STEElCASE CoCA-ColA WAlT DISNEY WHIrlPool APPlE ForD HErMAN-MIllEr IBM INTuIT NEWEll-ruBBErMAID NIKE ProCTEr & DMI Winter 2013 37 gAMBlE STArBuCKS STArWooD STEElCASE CoCA-ColA WAlT DISNEY APPlE ForD HEr