"Design is so popular today mostly because business sees design as
connecting it to the consumer populace in a deep, fundamental and
honest way. An honest way. If you are in the myth-making business, you
don’t need design. You need a great ad agency. But if you are in the
authenticity and integrity business then you have to think design. If
you are in the co-creation business today—and you’d better be in this
age of social networking—then you have to think of design."
~Bruce Nussbaum, BusinessWeek