The Challenge
We live in a time of sensory assault. Competing for "eyeballs"—which
is to say, customers—is more than just an Internet phenomenon.
The challenge for companies everywhere is to attract consumers
to their products and services and keep them in the face of
fickle markets.
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The Answer
The answer to this challenge starts with each company's people,
products and services, but it doesn't end there. How companies
communicate to their markets and constituencies is becoming
the primary means of differentiation today. Never, in fact,
has effective communication been more important in business.
And it has increased the pressure within companies to establish
environments and attitudes that support the success of creative
endeavors, internally and externally. More often than not,
companies that value design lead the pack.
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