Connected Quote by Mark Parker
“Designers are by nature more inquisitive, more connected. They dig a little deeper in terms of insights. They turn those insights into innovation. That connection to the consumer is absolutely critical in driving innovation. It’s critical that design isn’t subjugated to the back room as a short order cook for marketing or for merchandising or sales. It has to be up front.”
About This Quote
Source Interview: Business of Design, 2015
Designers naturally seek deeper insights and connect closely with consumers, turning understanding into innovation, and should be central, not peripheral, to business strategy.
In simple terms: Designers explore insights, connect with users, and drive innovation.
Key Takeaway
Place design early in strategy.
Themes
creativity
consumer insight
innovation
strategy
Mood
enthusiastic
determined
Type
leadership
inspirational
When to use this quote
- product development
- marketing campaigns
- brand positioning
- customer research
Key Concepts
Design thinking
human‑centered design
collaboration
Questions to Reflect On
- How can organizations embed design in decision‑making?
- What barriers prevent design from leading strategy?
A Different Perspective
Design may be undervalued if treated as a support function.
![“McConnell writes, "In ten years the pendulum has swung from 'design everything' to 'design nothing.' But the alternative to BDUF [Big Design Up Front] isn't no design up front, it's a Little Design Up Front (LDUF) or Enough Design Up Front (ENUF)." This is a strawman argument. The alternative to…” quote by Kent Beck](https://sms4smile.com/quotes/img-quotes/c34/kent-beck-12533_design_mcconnell-writes-in-ten-years-the-pendul_2467048.jpg)
