Companies with a ‘design seat’ at the highest levels of decision making, and tout a ubiquitous ‘design thinking mindset’ throughout the company are the ones best resonating with customers, according to Forrester principal analyst, Ryan Hart.

“Either the CEO is a designer himself, or he has embraced design as the way of working moving forward,” said Hart, explaining companies that have design at the core of all major business-making decisions, and designers strategically placed throughout the organisation, are finding success.

“Design thinking is the secret sauce of these companies. It is not just design thinking with a select group of resources in the company, but a scaled design thinking mindset

Read all: How to spot a ‘design-led’ versus ‘design-fed’ company – CMO Australia

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