Dan Pink (left), author of A Whole New Mind and a new book, Drive, (right) says that "Design has become a fundamental business literacy. To be in business today, you must be literate in design - period."
According to Pink, there have been three ways for a business to distinguish itself and survive in a competitive market economy. The first was to create something of quality that works better than the competitors. Improving the technology, or function, of a good or service was a good way to break into a market.
The second way to thrive in business in the past was to provide a good or service at a lower price. Pink says that today that is a downward death spiral - it is no longer a valid strategy.
The remaining, critical strategy, is design. In a world of abundance, design is the only way left to stand out.
Pink's ideas can be found in his books, at his TED conference presentation, in his columns, and by clicking on the heading above to see a ForaTV clip.