“Well and good – that’s how it should be”. What do you write about a book that has taken six years to write? Much? Or preferably nothing anymore? The subtitle of the latest publication is “What value-oriented design can change” and basically says the most important things in one sentence. What potential would design have if it did not see itself as the executive of marketing? If it wants to make sense and create benefits – under the premise that something is only really good if it is also good for everyone involved. Not just for the client.