Exhibit 3 The third piece was around design being more than a department. Those companies that siloed the designers and didn’t see them as part of the organization, didn’t perform anywhere near as well financially as those who embedded them in cross-functional teams and made design everyone’s responsibility. If you create an artificial silo of designers and don’t allow them to integrate with the rest of the business, that usually leads to a decrease in business performance. The final theme was around design being more than a product. No user wakes up and says, “It’s brilliant that the designers on hardware and software in that company had clearly 6