Design is not a matter of taste, it's a business and must be defined on business principles... In this book, the 1st in the Progressive Design series, I'll define the principles for how design can transform you as an executive, as an entrepreneur, as a manager or as a designer. Furthermore, I'll explain how design is an enterprise transformation, not a simple change. Design is an ideology for anyone involved in the design process, seeking sustaining product opportunities or new market disruptions, using customer experiences as a customer magnet. The progressive design principles can be applied to any organisational structure, from startups to fortune 500 enterprises, from lean and agile techniques to static and rigorous processes. Though we all have a different perspective on creativity, it is part of all job descriptions, as it is the life blood in every task performed. From algorithms and mathematical breakthroughs, to emotional and artistic experiences, we are all creative people. The ability to be creative, is the ability to be smart, intuitive and job efficient.