Apple among most cited companies in Fast Company’s ‘innovative design’ survey

Fast Company magazine’s new “Fast Track Leadership Survey” reveals that design is a critical competitive and strategic weapon, and the majority (58%) of employee survey respondents say their top management sees design as a discipline they
need to understand. The survey’s results also indicate that a significant relationship exists between the strategic role of design and business performance. Nonetheless, more than one-in-three (37%) respondents believe that design is “fairly far down on (management’s) list of budget priorities.”

The survey, conducted in March 2005 by Fast Company magazine, Switzerland-based IMD MBA and Egon Zehnder International, includes responses of 707 business professionals in the US and abroad who were asked a series of quantitative and qualitative questions about the relationship between design and business performance. Additional survey findings are included in the June issue of Fast Company, on newsstands today, and on the magazine’s website, http://www.fastcompany.com .

World’s Top Design Innovators
When asked to name a product or company that exemplifies innovative design, survey respondents most often mentioned (unaided responses):

• Apple Computer (iPod)
• Bang & Olufsen
• BMW
• Coca-Cola
• Ferrari
• Honda
• IKEA
• Nike
• Mercedes-Benz
• Mini Cooper
• Porsche
• Procter & Gamble
• Starbucks
• Target

“Apple was repeatedly mentioned in the ‘Fast Track’ survey as a powerhouse that drives the design culture in all of Apple’s products,” said Justus O’Brien, partner of the consumer retail practice at Egon Zehnder International. “Apple was also often cited for its ability as a company to create new markets driven by its design — and this capability is a core measurement of competitive strength for any enterprise.”

Founded in 1995 and published monthly, Fast Company covers ideas, trends and individuals devoted to managing change in today’s economy. The magazine was acquired in 2000 by Gruner + Jahr USA, one of America’s largest magazine publishers.