The most successful institutions are more like a network and less like a hierarchy. They are adaptive and not protective. In other words: The companies that will survive the networked age are the ones who think like a responsive system.
Starbucks and Dunkin' Donuts both sell coffee, but the former gets away with charging much more. Why? Because crafting a unique experience for your clients can make your competitors’ prices irrelevant.
Drawing on wisdom from Paul Rand, John Maeda shows us why both startups and "end-ups" need great design to succeed. But getting there requires a focus on designers, ambitious leadership, and lots of experimentation.