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Issue #14

by Ross Chapman

IBM’s Design-Centered Strategy to Set Free the Squares

IBM have recognised that a strong design culture will strengthen their business. While its revenues are huge, the company’s quarterly reports have shown them steadily declining in the last two years. To get back on course, IBM is hiring more than 1,000 professional designers, and much of its management work force is being trained in design thinking. Design is now the strategy. Will it work?


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