The author makes some interesting points but should be more specific that he is referring to Aesthetic Design.
Design is everywhere not just in the shiny stuff. Design is a workflow, response, messaging, interaction... These are all areas of design you might not be able to see immediately but are often the key components of making a great product.
My guess is that every one of the companies he considers successful had good design baked into their products somewhere (even if they had terrible aesthetics).
To categorize all design in this way is very misleading to those starting a company.
Design is everywhere not just in the shiny stuff. Design is a workflow, response, messaging, interaction... These are all areas of design you might not be able to see immediately but are often the key components of making a great product.
My guess is that every one of the companies he considers successful had good design baked into their products somewhere (even if they had terrible aesthetics).
To categorize all design in this way is very misleading to those starting a company.
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