6. Design practice requires experimentation

Thus, the only measure of the value of design is its economic value. Our designs are not important because they are new, or because they are beautiful, or because they are innovative; they are only important if they make money. Our designs will only make money if we create recipes to turn material, labor, and overhead into valuable functionality better than our competitors do. (Reinertsen, 1997, p. 11)

Managing the Design Factory