Design as the primary organizational competence. I see John Maeda’s hand in this.
“What got us here won’t get us there. I want to have design leading the way. A lot more user research. A lot more mockups.(…) Design as tactical driver: where design alters a discrete product, service, or communication effort. Design for system innovation: where design alters an existing system or creates a new one to deliver a better solution. Design as a catalyst for transformation: where design changes attitudes and behaviors of a community or organization.”