Designing demand

Purpose – The purpose of this paper is to show that through the effective integration of design, companies are more likely to be innovative, become more competitive, increase their profits and boost their performance. Design/methodology/approach – Provides an overview of the Designing Demand programme, a pioneering support programme aimed at helping UK companies make design a deep‐rooted part of their decision making. Findings – Through the effective integration of design, companies are more likely to be innovative, become more competitive, increase their profits and boost their performance. But, it is clear that many UK based SMEs are missing the huge opportunity that design creativity can offer. Originality/value – This already successful service, provides mentoring and support to firms, helping them to seize design opportunities – be it for design in product, brand, and business processes.