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Good design can be delightful: it can please the senses and spark emotion. But is it valuable? Are there compelling business reasons to prioritize good design? Does it have a measurable positive impact on the bottom line? Design-focused firms deliver: 32% higher revenue growth, on average 56% higher shareholder return, on average To find out, McKinsey & Company studied the performance of 300 companies over five-year period. The researchers determined that the answer is clearly yes; the firms in the