Exhibit 1 service design? Is that different from digital design? Is only one of these tied to improved business performance?” [Exhibit 2]. The results categorically say, “No, this is about design overall. It’s about understanding your customers. It’s about creating a great solution for them. And it doesn’t matter whether that’s physical, digital, or service.” The third and final insight was that this is a game of disproportionate rewards. An extra dollar spent on design doesn’t necessarily mean an extra dollar of output. This was really a case where, if you do design fantastically well, you stand out from the competition, then you are disproportionately rewarded in terms of revenue and certainly disproportionately rewarded in terms of the market. And that makes sense from a user perspective. Frankly, no one cares if your product is the 32nd best or the 31st best. The user’s going to be looking at the top two or three and comparing them. If you’re not in that space, then you’re out of the game. 4