Design is cultural inventionWhat is design?
The actual value design provides is cultural invention (credit: Jack Schulze)—or the cultural adoption and retention of new ideas, innovations, and technologies.
Classical designFields like fashion design, graphic design, and product design focus on desirability.
Business Design focuses on the overlap of desirability and viability02. Business designFields like business design, design strategy, and service design focus on the overlap between viability and desirability.
Beyond IndustryOther design functions contribute to cultural invention by building on rich, deep, historical inquiries into desirability.

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