Design as an Innovation Driver

This article in Business Week explains why companies like Apple, BMW, Harley Davidson, IKEA, and Target are able to build long-lasting relationships with consumers through design. Business Week states that all of these companies share a simple theory, treat design as more than just a finishing touch to improve a product's aesthetics. Design should influence every aspect of the innovation spectrum including package design, customer support, web services, messaging, and several other elements. The article gives an example of how the Motorola Razr phone fell short of the iPod because of two different design strategies. The Razr was unable to capitalize on its popularity, but the iPod was able to take advantage because it launched a series of services and experiences which included the iTunes music, video, and retail outlets which expanded Apple's business. How has design influenced your business's innovation practices?