# The Role of Design

In a design centered company, some people spend more time thinking about design than others, but everyone takes the importance of design to heart. Not only the design of the product itself, but of every way that the company touches a customer’s life. They see the evidence of design in their work environment and in the way the company is managed. They make even the smallest decisions with the design of the customer experience in mind. The quality of the resulting experience drives sales of their products and the success of their company. In turn, the pride in this outcome reinforces their commitment to design.