Outstanding companies such as Apple, Nike and Tesla are all design-driven companies. These companies adopt design thinking when they are creating new products and solving business problems. Companies that utilized design thinking experienced a 41% higher market share, a 46% competitive advantage, and customers who were 50% more loyal. They outperformed the average American stock market by 219%.1
Take Apple as an example, it wasn’t always the mega-success that it is today. In 1997, Steve Jobs conducted a major company overhaul.2 He cut several product lines and pushed the company toward developing a distinctly Apple experience. To this day, all of the “i” products’ look, feel, and user-friendliness set Apple apart from its competitors.