The businessification of design

Polemic by Ric Poynor on how design has been 'spun' as innovation. His bottom line is that business simply has to learn the value of good design and doesn't need it dressed up in different language to make it palatable. I'm not with him on every point, but there's a sense in which he's right about some of the hyperbole consultancies come up with in order to sell design services.