Design, the third business pillar

For many years, strong engineering and marketing were enough.
You understood what the market wanted, and you built it.

Today, that’s no longer enough.
Disruptive technologies appear so frequently that a single new product can make an entire market obsolete.

That’s why we need a third business pillar, one that steers vision.
A redefined design discipline that doesn’t just focus on craft, but whose main value lies in guiding product intent to become the ones that disrupt markets.