Written by Lee Selsick, Director of Strategy & Design
Lee Selsick is a renowned expert in design driven business growth. He is the founder of Next Brand, a Melbourne-based design consultancy, and a thought-leader in leveraging design as a driver of profitability.
Did you know that by using design effectively, you can outperform your competitors by up to 200%? When it comes to achieving success, the use of design as a driver of growth remains misunderstood and its value largely ignored. Yet, the most successful organisations understand a fundamental truth: design is not an accessory; it is a strategic imperative a critical driver of profit, growth, and resilience.
These businesses embed design into their core strategies, leveraging it to create efficiencies, unlock revenue streams, and build valuable relationships. This is what sets them apart, defining the “business haves” from the “have-nots.” Design isn’t just something they use, it’s how they think, operate, and grow.
Design: A 360º business driver
To be clear, when I refer to design, I am talking about the way design’s transformative power impacts every aspect of a business. From inbound logistics to R&D, human resources to marketing, sales and digital integration to procurement design creates value through its interconnected influence on operations, driving efficiencies, increasing revenue, and fostering positive stakeholder relationships.
A growing awareness
Though still not universally accepted, the value of design awareness in organisations has been growing. A seminal research paper by the British Design Council (who should be congratulated for the sterling quality and value of their work over many years) demonstrated that businesses that are design-aware outperform their industry peers by up to 200%. These businesses are also more likely to innovate and are less vulnerable to economic downturns, exiting recessions sooner and more sustainably than their competitors. (British Design Council Research)
McKinsey & Company, in their report “The Business Value of Design,” tracked 300 companies over five years, linking strong design capabilities to nearly double the industry-standard revenue growth. This report highlights how robust design practices can drive commercial success across physical, service, and digital domains. (McKinsey Report)
Other organisations, such as Accenture, InVision, and the United States Design Management Institute, have undertaken research returning similar results. Collectively, these resources underscore the significant impact of design on economic growth, innovation, and overall business performance.
3 ways that design works to grow your business
1. Optimising operations and creating efficiencies
Design enhances workflows and rationalises costs across organisations. It introduces economies of scale, leverages repeatable specifications, lowers origination costs, and improves turnaround times. Design also aligns cultures, improves productivity, and attracts top talent.
For example, while working with a major international chemical business, we redesigned the forms their chemists used. This simple change saved 15 minutes per person per day a total of 10 hours of productivity per day across a sample team of 40 people. Imagine replicating this impact across a multinational organisation with thousands of employees.
2. Growing revenue
Design builds brand equity, enhances customer experiences, and drives revenue by improving market share, commanding a price premium or both. Strong design creates memorable customer interactions and reinforces loyalty, positioning businesses as leaders in their field.
3. Building valuable relationships
Design fosters trust and engagement with stakeholders, including customers, employees, financiers, investors, suppliers, and partners. This is the mechanism that makes the growth trajectory sustainable, ensuring businesses thrive over the long term.
3 steps to bring these benefits to your business
1. Procure professional help
Acknowledge that design should play a strategic role in your business. Like any specialised service, expert advice is often necessary to identify opportunities and determine the best return on investment. Think of design the way you would any professional service choose a specialist who understands these processes deeply.
2. Activate with an audit
Conduct a thorough audit of your business functions to assess where design is being used effectively and where improvements can be made. A structured approach, such as evaluating 10 key categories (inbound/outbound logistics, operations, infrastructure, procurement, marketing and sales, R&D, technology, service, and human resources), ensures all areas of opportunity are explored.
3. Use human-centred thinking
Empathy is crucial. Put yourself in the shoes of those interacting with your business from employees to customers. Techniques like diary-keeping and research visits can provide valuable insights to guide decisions.
Analyse the Opportunity Through Three Lenses Consider how design can:
Improve efficiency (saving money).
Increase revenue.
Build valuable relationships.
Remember, these impacts can be nuanced. For instance, enhancing sales material might not only boost sales but also increase the confidence and productivity of your sales team. Similarly, better wayfinding signage can improve visitor experiences, building positive relationships with customers and suppliers alike.
A new way of thinking: 360º design
Design isn’t a one-off project; it’s a business process embedded in every corner of an organisation. Its ability to connect processes, enhance experiences, and build meaningful relationships positions businesses for enduring success. Adopting a 360º approach unlocks untapped potential, ensuring every function and interaction contributes to growth and resilience.
At Next Brand, we specialise in helping organisations integrate design into their operations, delivering results that resonate across the entire value chain. Let us help you discover the power of 360º design and take your business to the next level.
Read more from Lee Selsick
Lee Selsick, Director of Strategy & Design
Lee Selsick is a renowned expert in brand strategy and design-driven business growth. He is the founder of Next Brand, a Melbourne-based design consultancy, and a thought leader in leveraging design as a critical driver of profit and sustainability. With over two decades of experience, Lee helps ambitious brands unlock their potential through innovative strategies and creative solutions.
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