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Design Management Journal, Vol. 6, No. 1, Winter 1995


Design Is...

By Tom Peters, Founder, The Tom Peters Group

It's a list full of insights. The title of Tom Peters' litany indicates he's trying to define design. But he really accomplishes much more. In citing so many specific examples, he conveys how valuable design is in establishing the corporate voice. There are many lessons here. Design must be an enduring passion, a long-term commitment. It must be persuasive, affecting everything from the smallest detail to entire buildings. It must be everyone's concern, from the repairperson and engineer to the consultant and CEO. It must be innovative and daring. This list is good reading!

Keywords: Design

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This document was last updated January 7, 1997.

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