The biggest problem comes from the inevitable commodification of business models as new entrants come in once and attractive market is carved out. You can ignore it to your peril or do what innovative companies like Hilti have done.
I have been a big believer in design and the benefits not only to consumers, but to the bottom line. There are various studies out there which show that there are direct financial benefits to “good” design but its interesting to see which companies are heading down the design path and for what reasons. In a recent Bloomberg article, HP is focusing on design to help it widen its lead over 2nd place Dell in terms of sales of computers. With an eye to Apple, it has started producing machines in a variety of colors and materials that challenge previous wisdom that computers are “boring beige boxes.” Taking a page from one of its competitors is nothing new in the