It isn’t just design thinking that requires the rigor of discipline. It’s simply good business.
Steve Jobs has said of his company, Apple Inc. “We don’t know how to build a sub-$500 computer that is not a piece of junk.”
Especially in demanding economic conditions, it takes rigorous discipline to not cave, to stay true to your essence, your brand. The temptation to cut prices, to lower standards, to sacrifice fair margins is intense. It requires disciplined leadership, not merely in design, but in every corner of the business.