Organizational Culture/Systems Thinking Companies that foster creativity enjoy 1.5x greater market share. Thomas J. Watson Sr., the chairman and CEO credited with turning IBM into an international powerhouse, famously observed that “Good design is good business.” 60 years after his death, his design-centric philosophy has been proven to be prophetic. Today those organizations that embed design into their business practices tend to have a greater market share. Article: 4 key Stats on the Importance of Design for Business