At Nike, designers both created and communicated the brand, transforming a company that made shoes into a purveyor of athletic heroism.

Edible Arrangements will have to beat back some rivals, including a handful of mom-and-pop vendors and a company in Pennsylvania called Incredibly Edible Delites. And there's always the chance that a deep-pocketed national florist like FTD will decide that pretty produce is profitable and jump into the mix.

Design is the Zeppo Marx of management disciplines - the one that everyone seems to forget.

Tahl Raz Quotes