Do you want to make great products and services for your customers? You need to integrate design into your culture. Here are 10 principles to live by:

1. There will never be enough professional, specialist designers
2. Anyone can be a designer if their process is design
3. Create design environments
4. The object is the outcome
5. Make design tacit
6. Focus on solving problems from a people perspective with the knowledge that humans are innately social creatures
7. Ask questions; don’t assign objectives
8. Expect rework
9. Generate many viable options and then converge at the last responsible moment
10. Hire artists