Historically, design has struggled against its unfounded image as a superficial addition to an object or space with an already defined essence. There have always been visionary business leaders who have refused to accept this idea and have understood how to reap the benefits of design.

In recent decades, the design community has rightly argued that its activities define the spaces, objects or images we create: the innovations of designers or architects contribute to the commercial successes of those visionary business leaders and to the historical achievements of engineers, doctors and other outstanding professionals. What makes Barcelona a pleasant city to live in and the Eiffel Tower such a potent symbol if not design? And what are a desktop PC, a Swiss Army knife or a syringe if not great designs in themselves? Through our efforts we show the world that design truly affects the essence of our creations.

McKinsey’s new report, The Business Value of Design, the first of its kind, is further proof of the global acceptance of the importance of design in the business world. The report is based on data collected from 300 companies, such as Spotify, Ikea and Pixar, which lead their sectors thanks to the integration of design into their philosophy and modus operandi, doubling their average growth and profits over their competitors, while creating a positive image among many sections of society.

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