How do the best Contents design performers increase their The Business revenues and 2. Value of Design shareholder returns 5. An Elusive Prize at nearly twice the 8. More Than a Feeling: rate of their industry It's Analytical Leadership counterparts? 10. More Than a Product: It's User Experience More Than a Department: By Benedict Sheppard, Garen Kouyoumjian, 11. It’s Cross-functional Talent Hugo Sarrazin and Fabricio Dore. 13. More Than a Phase: It's Continuous Iteration 14. A First Step Toward Great Design 1