of short-term profitability, but by the goal of continuous innovation in service of finding new ways of delighting customers? The new bo!om line of this kind of organization becomes whether the customer is delighted. Conventional financial measures such as maximizing shareholder value are subordinated to the new bo!om line. Profit is a result, not a goal. Clayton Christensen
have to start with its purpose… There is only one valid definition of business purpose: to create a customer. The customer is a foundation of a business and keeps it in existence. The customer alone gives employment. Because it is the purpose to create a customer, any business enterprise has two – and only two – basic functions: marketing and innovation. Peter Drucker
end of the product spectrum, pu!ing the lipstick on the pig. In doing this, design has failed to make the case for its core value, which is addressing genuinely meaningful, genuinely kno!y problems by convincingly articulating and delivering alternative ways of being. Rethinking the pig altogether, rather than worrying about the shade of lipstick it’s wearing. Dan Hill