by Mark Dziersk for Fast Company

Business people need to develop a better understanding of design, form partnerships between themselves and creativity, and apply strategy to design thinking, in order to compete effectively today.

Let’s say you’re the typical business person who knows very little about design. Perhaps you equate Mike Meyer’s old SNL character on “Sprockets” with the typical designer. You know, dressed all in black, funny little glasses, all emotion no rational thought. Now, let’s say you’re being asked to integrate design into everything you do, and leverage it as a core strategy for every part of your competitive advantage.

What do you do?

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