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In "Design for Action," IDEO's Tim Brown and Roger Martin, Director of the Martin Prosperity Institute at the Rotman School of Management, write about the shift in design.

They note that design has moved from discrete physical objects to strategies, user experiences, and holistic systems, and how the introduction and integration of these "designed artifacts" is even more critical to success than the design of the artifacts themselves. View the article on HBR.org here.