Karo's own Chris Bedford was recently featured in Design Management Institute's Design Management Review alongside other key proponents of design. Chris and his fellow authors discuss the often unrealized contribution that design makes to an organization's business drivers (i.e. sales, profit margin and market share). This article highlights the importance of design in building a connection between a company's customers and its brand, and doing it in a way that produces solid business results. The experts then go a step further by providing specific methods to measure the financial value added by design.