ABSTRACT
The first of these prejudices, or issues, is to do with design sceptics. These are the people, sometimes the clients of design consultants, sometimes line managers in a company that employ staff designers, who think they understand the role and potential of design, but only see its most superficial qualities. They see design as a commodity, a service that can be bought on an ad hoc basis whenever they think it appropriate. They do not see it as something that can contribute to the long-term wealth of the business. If this is the case then those sceptics need to be brought onboard.
