Advantages Promotion of a comprehensive understanding of the success factor "design" Only strategically and comprehensively implemented design is successful in the long term First book in the German-speaking world that presents the topic in an understandable way (even for non-designers). This handbook on design management and the development of a design strategy consists of three parts: The first part addresses the rapidly changing society and economy and sheds light on why quite a few companies are falling behind in this change. A case study is used to convey why creating coherent and consistent customer experiences is critical to success and why so many companies struggle to do so. The second part explains how to design customer offerings in a way that is meaningful to both customers and employees. A self-analysis.