Practicing designers often get caught in the trap of thinking that design is the solution. What they need to relize is that, to a businessperson, design is a solution. Looking at the objectives sought, such as “increased revenue” it is clear that there are many approaches to achieve that goal, and design is just one of them.

Peter Merholz, zitiert aus:
Through Leadership by Design; Compiled and Arranged by Nate Burgos; 2007