Fast Company says design matters.

Why?
Design is about emotion, the first visceral impact of a new product. Good design tells you what a product is, what it stands for and why you want it.

So who are the Masters of Design?
Fast Company lists 20 people they consider tops in the field, dividing the group into Peak Performers, Impact Players, Game Changers, Collaborators, and Next Generation.

The Masters, in turn, provide five lessons or ideas for incorporating design principles:

1. Design is the differentiator
2. Those who write the rules, rule
3. Confront the unfamiliar
4. Make it real
5. Get emotional