Section e: Wise guys - Advice you can't refuse

YOU WRITE A GREAT DEAL ABOUT THE IMPORTANCE OF DESIGN, BUT, ALTHOUGH I HAVE READ YOUR BOOK, I AM NOT SURE HOW I ACTUALLY GO ABOUT MAKING MINE A DESIGN-LED COMPANY. ANY IDEAS?

OK. Number one: Build an organisational tribe. A design-driven company that competes on feelings and fantasy must thrive on variation, difference and diversity. Yet most of us live and work in organisations built by and for 6.5% of the population - middle-aged, white males. This is not only a question of equality, it is a question of quality of decisions and customer offerings.

Number two: Extend the tribe biographically. The world of yesterday was geographically structured, and so were its tribes. The new tribes are biographically structured. They are global tribes of people who feel they have something in common, no matter where they were born.