We can argue what 'design' means another time, but successful design teams contain a flexible mix of specialities representing all required disciplines - whereas unsuccessful teams have rigid structures containing one or a few specialisms (but far from all).
Given that over 80% of the final product costs are locked in during the design phase (and around 65% of the productivity/costs for a service) - having a flexible design team is essential to having a successful business.
Of course, we can discuss the strategic issues around design later on but I had to make this point straight away!
Read my article on Concurrent Design here.
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