Business Thinking for Designers

Organizations need a competitive advantage
Staying one step ahead of competitors usually results in 
success. To do so, companies investigate different ways to 
create an advantage. Designers may not always realize it, but 
our methodologies are uniquely able to help with this. 
Take for instance ground transportation. There are public 
options like the bus and train. There are ride-share alternatives 
like Lyft and Uber. And there are expensive premium services 
like limousines and town cars. When companies enter a 
crowded market with a new product or service, they make 
strategic decisions to differentiate themselves as the obvious 
choice for at least one type of consumer. 
While factors like pricing or availability are important to some 
consumers, others may be more concerned with ease of 
payments, scheduling, ratings, or support. As competition in 
a market increases, designers who understand business are 
uniquely qualified to highlight how these factors play out in 
real-world scenarios. 

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Why you need to know business