“In today’s increasingly saturated product marketplace, surface appeal is not enough to elevate me-too products or services above the pack, or to yield sustained success. The harder trick is to use design to get beneath that superficial marketing level and to delve down to core business issues such as: What do people really need? And how can we best provide that?
That business should be focused on offering goods and services people actually want and need may seem obvious. Why would companies do otherwise? The reason is that they often are focused more on their own existing capabilities and objectives than on the needs of others.“
– Warren Berger, GLIMMER: How Design Can Transform Your Life, and Maybe Even The World, pg 100