All of us have always been influenced by great design, whether for apparel, electronic goods, cosmetics or cars. We love the Apple Store, the Google home page, the Vespa scooter, and IKEA furniture, because of their minimalist design. We stop by shops walking down the street because something cool catches our eye whether it’s the shop design, the product merchandising or the catchy logo. However, several recent experiences have reinforced in my mind the growing importance of design in the overall customer experience. We can no longer avoid great design if we want to continue to manage and operate a growing business today.