Good business treat designs as a holistic process that pulls in savvy marketing and research, as well as smart ideas. Although, it may not always be equal to good business, the point is the companies which create new sources of value in the world are most often achieved through a well structured design process that is more holistic and inclusive that the notion of good design.
In our world today, when one speaks of design, it would seem to be always a noun or even an adjective. They would always follow it with a question about what color? Etc. But more than ever, good design has come to stand for something similar with style. It comes in a largely relativistic judgment of aesthetics and semiotics informed by a constantly shifting zeitgeist.
Although at times, many people would tend to go for things that are aesthetically pleasing, sometimes it reach through a point that design is actually a class of shallow of luxury goods aimed at a specific set of buyers. And this doesn’t represent any lasting value at all.
And to provide remedy, it would always be better to treat design as a verb, a process, and a way of approaching challenges to learn to use, to create positive change in the business arena. At first, it might be hard due to the notion instilled to us on what design is. But with dedication, you would eventually realize the enormous value of design to humanity.
The relationship of design and market success is always parallel to each other. Success in the marketplace is always a result of understanding complex endeavor that allowed one to create a good process design. More than good design actually.
Take the case of Apple, Google, Microsoft, these are all companies who prides themselves with good design. And the result? A very successful presence in the industry.