Great design is a way of making products that aren't commodities, and for which there are no direct substitutes. Dell can be squeezed on price because I don't c

Great design is a way of making products that aren't commodities, and for which there are no direct substitutes. Dell can be squeezed on price because I don't care whether my box comes from Dell or some other manufacturer, while Apple can't because they are beautifully made. I'm sure Apple's core customers wouldn't be caught dead with an ugly Dell laptop. I think the problem is that CEO types don't understand design and how you can use it to position yourself in the market. Bang & Olufsen is a great example of this: They were known for beautifully designed products in the 80's and 90's but today they are in serious trouble and laying off people. Instead of working with their design legacy, which is what made their fortune (their new products look more or less like the ones they put out 20 years ago) they try to compete on screensize and sound quality. Top management doesn't see the obvious problem, and their brand is slowly eroding away.