Industrial Design: High Time Cinderella Went to the Ball

Argues the case for the full integration of industrial design into the new product development (NPD) process. Demonstrates, first, a clear structure of benefits based on design′s direct contribution to profitability and brand value as a core component of the sales proposition – and, by its power of association, a key influencer on the sale itself. Second, it reviews the current state of play in UK industry, based on recent research by the author′s company, Random, in which it identifies a major “intention gap” between attitude and practice. Finally, in prescriptive mode, it provides a detailed“route‐map” for achieving full integration.