Recording: The Value of Good Design

CEO Works Luncheon: Designing for Impact

This clinic features Monte Atherton, Creative Director at Astonishing Work. The clinic was recorded (above) on November 29, 2023.

Summary

The gap is closing between those who understand the value of design and those who don't. Companies are realizing that strategic use of design can lead to outsized business results. 

The Design Value Index, a tool created by Motiv Strategies and the Design Management Institute, revealed that companies prioritizing design outperformed the S&P by over 200% over the past decade. These companies have integrated design as a core function throughout their organizations, increased design investments and influence, and demonstrated commitment to design from senior leadership. Nike is a standout example of a company that places design and design thinking at the center of its corporate strategy, using it to inform everything from product development to brand representation.

The McKinsey Design Index (MDI), which rates companies by how strong they are at design, found a strong correlation between high MDI scores and superior business performance. Higher MDI scores correlated with higher revenue growth, and shareholders received higher returns. Good design isn't just good aesthetics; it means good profits. Think about the last time you went grocery shopping and bought an item that wasn't on your list because it looked interesting. Today's consumers recognize good design and are willing to pay for good design across various industries. 

CEO Works Luncheon

If you want to learn about how design has changed, examples of good design, and key takeaways from successful brands that you can use in your business, check out our upcoming CEO Works event with Monte Atherton on November 29, 2023.

Monte Atherton is a Creative Director with over ten years of experience focused on building and refreshing brands for companies of all sizes, from startups to Fortune 500 corporations. He will share an overview of how design has changed over time, how to use design to leave a lasting impression on your customers and clients, and key takeaways from successful brands that have effectively implemented design strategies that you can use to elevate your business and your products and services.