A short excerpt on design from the book I am currently reading “Do You Matter? How Great Design Will Make People Love Your Company” by Robert Brunner and Stewart Emery

Design, as we have been discussing it, is a living, ongoing process that has to learn from mistakes, refresh itself, and take new risks all the time. You must keep coming back to the idea of and experience and design toward it, embrace the vigilance of maintaining it, and remember the many facets. That holds true for a product, a service, an entertainment, or even something such as fixed-location retailing. Especially in that environment, the location where you sell your goods demands artful design for the total customer experience.

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