This is the third branding book from Marty Neumeier, who brought you the bestselling classics Zag and The Brand Gap! This time round, Marty explores design as the key factor in building customer satisfaction and loyalty. If innovation drives differentiation, what drives innovation? The answer, hidden in plain sight, is design. Design contains the skills to identify possible futures, invent exciting products, build bridges to customers, and crack wicked problems, and more. The fact is, if you wanna innovate, you gotta design. The discipline of design has been waiting patiently in the wings for nearly a century, relegated to supporting roles and stand-in parts. Until now, companies have used design as a beauty station for identities and communications, or as the last stop in a product launch. Never has it been used for its potential to create rule-bending innovation across the board. Meanwhile, the public is developing a healthy appetite for all things design. The Designful Company will show business leaders how to apply design thinking to every phase of their enterprise.

"Neumeier is the only design and brand expert who writes big-idea books filled with practical how-to advice designed to be read on a brief plane ride." --Jesse Scanlon, BusinessWeek "The revolution needs a dangerous handbook." --Brian Collins, Ogilvy & Mather Worldwide