The world is a design problem there to be solved. Colors. Shapes. Gestures. Hierarchies. Typographies. Usability. Design shapes the human experience. It changes how we feel, how we think, and how we act. Design either threads every customer touchpoint into a compelling series of stories and chapters, or it doesn’t. Design either builds credibility and propels customer advocacy, or it doesn’t. Design either works for you and your business objectives, or it doesn’t. There are no sidelines.