?THE AUTHOR, SAM BUCOLO IS A MAN DRIVEN BY A SINGULAR VISION - THAT DESIGN LED SMES WILL FUEL A NATION?S FUTURE PROSPERITY ? A VISION I WHOLEHEARTEDLY ENDORSE ALONG WITH THIS BOOK."Maureen Thurston, Chair of Good Design Australia"THE STRENGTH OF THE BOOK, APART FROM ITS PRACTICAL APPROACH WITH MANY CASE EXAMPLES, IS THAT IT CONVEYS AN UNDERSTANDING THAT TO BE SUCCESSFUL IN DESIGN LED INNOVATION THE FIRM MUST NOT ONLY ACHIEVE A DEEP CUSTOMER UNDERSTANDING BUT MUST ALSO CHANGE ITS MANAGERIAL MINDSET AND ENSURE ALIGNMENT OF ALL ITS PROCESSES AND SYSTEMS TO ACHIEVE THE DESIRED OUTCOME."Göran Roos, Prof. Strategic Management, University of AdelaideSAM?S BOOK CLEARLY AND SUCCESSFULLY OUTLINES THE ROLE DESIGN CAN PLAY IN DRIVING INNOVATION, HELPING SMES TO THRIVE IN A RAPIDLY CHANGING WORLD.John Mathers, CEO, Design Council, UK