That Tricky Word, ‘Design’

Peter Merholz talks about dismissing the word »Design« in the marketing language of his company Adaptive Path:

What’s wrong with “design”? Well, there’s nothing wrong with the practice, but plenty wrong with the word’s associations. […] Design, with a capital D, ought to stretch beyond tactics, and into strategy. Design methods are brilliantly suited to figuring out WHAT to make, not just HOW to make it.

[peterme.com]