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Why have design-driven brands like Apple and Walt Disney outperformed the S&P Index by more than 200% over a 10-year stretch? Because money follows companies with creativity in their DNA.

Being driven by design or innovation mean very much the same thing and is something almost every type of company is pushing. They all roll up to the need to transcend from product and services and become an experience business. The success of tomorrow’s companies is coming from the creative core.

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