--- title: "Meaning & Key Takeaway of: The people in business must understand…" description: "\"The people in business must understand what they can achieve with designers. Designers have to understand that they really must deliver to business not..." image: "https://sms4smile.com/quotes/i/f94/hartmut-esslinger-62727_achieve_the-people-in-business-must-understand-w_2667297.jpg" --- # The people in business must understand what they can… ![“The people in business must understand what they can achieve with designers. Designers have to understand that they really must deliver to business not just beautification, or another form of it, but substantial change.” quote by Hartmut Esslinger](https://sms4smile.com/quotes/i/f94/hartmut-esslinger-62727_achieve_the-people-in-business-must-understand-w_2667297.jpg) [Download](https://sms4smile.com/quotes/i/f94/hartmut-esslinger-62727_achieve_the-people-in-business-must-understand-w_2667297.jpg) [Open image](https://sms4smile.com/quotes/i/f94/hartmut-esslinger-62727_achieve_the-people-in-business-must-understand-w_2667297.jpg) > “The people in business must understand what they can achieve with designers. Designers have to understand that they really must deliver to business not just beautification, or another form of it, but substantial change.” [Hartmut Esslinger](https://sms4smile.com/quotes/author/hartmut-esslinger/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. Design must deliver real business value, not just aesthetics, to drive substantial change. **In simple terms:** Design should solve business problems. Key Takeaway Focus design on measurable impact. Themes design business strategy value creation collaboration Mood pragmatic inspirational Type thought‑leadership strategic When to use this quote - product development - marketing - corporate transformation Key Concepts human‑centered design ROI strategic alignment Questions to Reflect On - How can designers prove ROI? - What metrics best capture design impact? A Different Perspective Balancing creativity with business metrics can stifle innovation. ★ ★ ★ ★ ★ No ratings yet [Architecture](https://sms4smile.com/quotes/about/architecture/) [Beautification](https://sms4smile.com/quotes/about/beautification/) [Business](https://sms4smile.com/quotes/about/business/) [Change](https://sms4smile.com/quotes/about/change/) [Design](https://sms4smile.com/quotes/about/design/) [Designers](https://sms4smile.com/quotes/about/designers/) [Fashion](https://sms4smile.com/quotes/about/fashion/) [People](https://sms4smile.com/quotes/about/people/) [Understanding](https://sms4smile.com/quotes/about/understanding/) ## Related quotes > [You don't need money to look fabulous. There are so many awesome new designers, so many designers doing collections for mass retailers.](https://sms4smile.com/quotes/stacy-london/you-don-t-need-money-to-look-fabulous-there-are-so-many-awesome-new/) [Stacy London](https://sms4smile.com/quotes/author/stacy-london/) > [All our engineers are designers and all our designers are engineers.](https://sms4smile.com/quotes/james-dyson/all-our-engineers-are-designers-and-all-our-designers-are-engineers/) [James Dyson](https://sms4smile.com/quotes/author/james-dyson/) > [In future there will be no more designers. The designers of the future will be the personal coach, the gym trainer, the diet consultant,](https://sms4smile.com/quotes/philippe-starck/in-future-there-will-be-no-more-designers-the-designers-of-the-future/) [Philippe Starck](https://sms4smile.com/quotes/author/philippe-starck/) > [“Typographers are designers; designers are my people.”](https://sms4smile.com/quotes/robin-sloan/typographers-are-designers-designers-are-my-people/) [Robin Sloan](https://sms4smile.com/quotes/author/robin-sloan/) > [You'd better make it your business to understand the market. The ability to charm or play the game is useful.](https://sms4smile.com/quotes/iain-sinclair/you-d-better-make-it-your-business-to-understand-the-market-the/) [Iain Sinclair](https://sms4smile.com/quotes/author/iain-sinclair/) > [No man has a right to expect to succeed in life unless he understands his business, and nobody can understand his business thoroughly unless…](https://sms4smile.com/quotes/p-t-barnum/no-man-has-a-right-to-expect-to-succeed-in-life-unless-he-understands/) [P. T. Barnum](https://sms4smile.com/quotes/author/p-t-barnum/) > [If you are to be an effective nation builder, make it your business, to understand what is really happening in the economy, both nationally…](https://sms4smile.com/quotes/strive-masiyiwa/if-you-are-to-be-an-effective-nation-builder-make-it-your-business-to/) [Strive Masiyiwa](https://sms4smile.com/quotes/author/strive-masiyiwa/) > [It's a business, when you understand what's going on in America, you'll know that the way they portrayed 9/11 to happen, is definitely not…](https://sms4smile.com/quotes/jadakiss/it-s-a-business-when-you-understand-what-s-going-on-in-america-you-ll/) [Jadakiss](https://sms4smile.com/quotes/author/jadakiss/) > [John Maynard Keynes essentially said, don't try and figure out what the market is doing. Figure out a business you understand, and concentrate.](https://sms4smile.com/quotes/warren-buffett/john-maynard-keynes-essentially-said-don-t-try-and-figure-out-what/) [Warren Buffett](https://sms4smile.com/quotes/author/warren-buffett/) > [Twenty-eight years in business and you understand the importance of problem solving and the importance of efficiency, because if you don't become efficient, you…](https://sms4smile.com/quotes/steve-daines/twenty-eight-years-in-business-and-you-understand-the-importance-of/) [Steve Daines](https://sms4smile.com/quotes/author/steve-daines/) > [We need business to understand its social responsibility, that the main task and objective for a business is not to generate extra income and…](https://sms4smile.com/quotes/vladimir-putin/we-need-business-to-understand-its-social-responsibility-that-the/) [Vladimir Putin](https://sms4smile.com/quotes/author/vladimir-putin/) > [Never invest in a business you can't understand](https://sms4smile.com/quotes/warren-buffett/never-invest-in-a-business-you-can-t-understand/) [Warren Buffett](https://sms4smile.com/quotes/author/warren-buffett/) > [I understand business and understand the ugly face of baseball, which is the business part of baseball.](https://sms4smile.com/quotes/pedro-martinez/i-understand-business-and-understand-the-ugly-face-of-baseball-which/) [Pedro Martinez](https://sms4smile.com/quotes/author/pedro-martinez/) > [My life, my business, not yours. Understand that.](https://sms4smile.com/quotes/anonymous/my-life-my-business-not-yours-understand-that/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [You can really think a person has your back when their purpose or their intentions are, you know, could really just be, their motives,…](https://sms4smile.com/quotes/ciara/you-can-really-think-a-person-has-your-back-when-their-purpose-or/) [Ciara](https://sms4smile.com/quotes/author/ciara/) ## More by Hartmut Esslinger > [Today is what's thought about long ago. Now today we have to project, think, experiment, prototype the future.](https://sms4smile.com/quotes/hartmut-esslinger/today-is-what-s-thought-about-long-ago-now-today-we-have-to-project/) [Hartmut Esslinger](https://sms4smile.com/quotes/author/hartmut-esslinger/) > [In Europe you learn not to fail, and in America you fail to learn. You need failure.](https://sms4smile.com/quotes/hartmut-esslinger/in-europe-you-learn-not-to-fail-and-in-america-you-fail-to-learn-you/) [Hartmut Esslinger](https://sms4smile.com/quotes/author/hartmut-esslinger/) > [Good design should reflect a sense of human history-some aspect of where we've come from.](https://sms4smile.com/quotes/hartmut-esslinger/good-design-should-reflect-a-sense-of-human-history-some-aspect-of/) [Hartmut Esslinger](https://sms4smile.com/quotes/author/hartmut-esslinger/) > [Increasingly, corporations will look to advertising agencies for direction. Without an understanding of brand creation, messaging, and strategy, today's designers are destined to become…](https://sms4smile.com/quotes/hartmut-esslinger/increasingly-corporations-will-look-to-advertising-agencies-for/) [Hartmut Esslinger](https://sms4smile.com/quotes/author/hartmut-esslinger/) [Explore all 5 Hartmut Esslinger quotes ](https://sms4smile.com/quotes/author/hartmut-esslinger/) ## More Achieve quotes > [I always say there are two things to be successful. The first is decide exactly what you want - set your goals - and…](https://sms4smile.com/quotes/brian-tracy/i-always-say-there-are-two-things-to-be-successful-the-first-is/) [Brian Tracy](https://sms4smile.com/quotes/author/brian-tracy/) > [I understand that it's the music that keeps me alive... That's my lifeblood. And to give that up for, like, the TV, the cars,…](https://sms4smile.com/quotes/bruce-springsteen/i-understand-that-it-s-the-music-that-keeps-me-alive-that-s-my/) [Bruce Springsteen](https://sms4smile.com/quotes/author/bruce-springsteen/) > [I love playing for my country, getting the support. Especially for the kids and everybody, showing my example of what I can achieve so…](https://sms4smile.com/quotes/maria-sharapova/i-love-playing-for-my-country-getting-the-support-especially-for-the/) [Maria Sharapova](https://sms4smile.com/quotes/author/maria-sharapova/) > [Human beings have an innate inner drive to be autonomous, self-determined, and connected to one another. And when that drive is liberated, people achieve…](https://sms4smile.com/quotes/daniel-h-pink/human-beings-have-an-innate-inner-drive-to-be-autonomous-self/) [Daniel H. Pink](https://sms4smile.com/quotes/author/daniel-h-pink/) > [Focus on becoming more to achieve more while doing less](https://sms4smile.com/quotes/hal-elrod/focus-on-becoming-more-to-achieve-more-while-doing-less/) [Hal Elrod](https://sms4smile.com/quotes/author/hal-elrod/) > [I hope that the Palestinians don't make the mistake of unleashing a new intifada. They've tried it twice before, and the consequences were bad…](https://sms4smile.com/quotes/tom-segev/i-hope-that-the-palestinians-don-t-make-the-mistake-of-unleashing-a/) [Tom Segev](https://sms4smile.com/quotes/author/tom-segev/) > [I'm a film guy. I love it. When I read the screenplay, I knew that there would be no HD camera that could achieve…](https://sms4smile.com/quotes/deon-taylor/i-m-a-film-guy-i-love-it-when-i-read-the-screenplay-i-knew-that-there/) Deon Taylor > [One achieves true human dignity only when one serves. Only he is great who subjects himself to taking part in the achievement of a…](https://sms4smile.com/quotes/jose-antonio-primo-de-rivera/one-achieves-true-human-dignity-only-when-one-serves-only-he-is-great/) Jose Antonio Primo de Rivera > [I'm optimistic Hong Kong will achieve universal suffrage - no matter the attitude of Beijing.](https://sms4smile.com/quotes/joshua-wong/i-m-optimistic-hong-kong-will-achieve-universal-suffrage-no-matter/) [Joshua Wong](https://sms4smile.com/quotes/author/joshua-wong/) > [Each man is capable of doing one thing well. If he attempts several, he will fail to achieve distinction in any.](https://sms4smile.com/quotes/plato/each-man-is-capable-of-doing-one-thing-well-if-he-attempts-several-he/) [Plato](https://sms4smile.com/quotes/author/plato/) > [Governments follow their people. A great deal has to do with the vision of the leadership of governments. They have a vision, and they…](https://sms4smile.com/quotes/salman-khurshid/governments-follow-their-people-a-great-deal-has-to-do-with-the/) [Salman Khurshid](https://sms4smile.com/quotes/author/salman-khurshid/) > [To achieve victory we must mass our forces at the hub of all power & movement. The enemy's 'Center of Gravity'](https://sms4smile.com/quotes/anonymous/to-achieve-victory-we-must-mass-our-forces-at-the-hub-of-all-power/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) > [If your only goal is to become rich, you will never achieve it.](https://sms4smile.com/quotes/john-d-rockefeller/if-your-only-goal-is-to-become-rich-you-will-never-achieve-it/) [John D. Rockefeller](https://sms4smile.com/quotes/author/john-d-rockefeller/) > [To achieve something you've never achieved before, you must become someone you've never been before.](https://sms4smile.com/quotes/shubham-joshi/to-achieve-something-you-ve-never-achieved-before-you-must-become/) [Shubham Joshi](https://sms4smile.com/quotes/author/shubham-joshi/) > [I've identified as bisexual since I was a teenager, and if we want to achieve equality for all in our policies, we need more…](https://sms4smile.com/quotes/katie-hill/i-ve-identified-as-bisexual-since-i-was-a-teenager-and-if-we-want-to/) [Katie Hill](https://sms4smile.com/quotes/author/katie-hill/) Browse all 6,390 Achieve quotes ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "The people in business must understand what they can achieve with designers. Designers have to understand that they really must deliver to business not just beautification, or another form of it, but substantial change.", "creator": { "@type": "Person", "name": "Hartmut Esslinger" }, "isPartOf": { "@id": "https://sms4smile.com/quotes/#website" }, "url": "https://sms4smile.com/quotes/hartmut-esslinger/the-people-in-business-must-understand-what-they-can-achieve-with/", "about": { "@type": "Thing", "name": "Achieve" }, "@id": "https://sms4smile.com/quotes/hartmut-esslinger/the-people-in-business-must-understand-what-they-can-achieve-with/#quotation", "image": { "@type": "ImageObject", "@id": "https://sms4smile.com/quotes/i/f94/hartmut-esslinger-62727_achieve_the-people-in-business-must-understand-w_2667297.jpg", "contentUrl": "https://sms4smile.com/quotes/i/f94/hartmut-esslinger-62727_achieve_the-people-in-business-must-understand-w_2667297.jpg", "url": "https://sms4smile.com/quotes/i/f94/hartmut-esslinger-62727_achieve_the-people-in-business-must-understand-w_2667297.jpg", "width": 1080, "height": 1080, "caption": "“The people in business must understand what they can achieve with designers. Designers have to understand…” — Hartmut Esslinger", "creditText": "SMS4Smile Quotes", "creator": { "@id": "https://sms4smile.com/quotes/#organization" } } }, { "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://sms4smile.com/" }, { "@type": "ListItem", "position": 2, "name": "Quotes", "item": "https://sms4smile.com/quotes/" }, { "@type": "ListItem", "position": 3, "name": "Hartmut Esslinger", "item": "https://sms4smile.com/quotes/author/hartmut-esslinger/" }, { "@type": "ListItem", "position": 4, "name": "The people in business must understand...", "item": "https://sms4smile.com/quotes/hartmut-esslinger/the-people-in-business-must-understand-what-they-can-achieve-with/" } ], "@id": "https://sms4smile.com/quotes/hartmut-esslinger/the-people-in-business-must-understand-what-they-can-achieve-with/#breadcrumb" }, { "@type": "WebSite", "@id": "https://sms4smile.com/quotes/#website", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "publisher": { "@id": "https://sms4smile.com/quotes/#organization" } }, { "@type": "Organization", "@id": "https://sms4smile.com/quotes/#organization", "name": "SMS4Smile Quotes", "url": "https://sms4smile.com/quotes/", "logo": { "@type": "ImageObject", "url": "https://sms4smile.com/quotes/wp-content/themes/sq/assets/icons/icon-512.png", "width": 512, "height": 512 } } ] } ```