A.G. Lafley gets experience

"We have to create a great experience every time you touch the brand, and the design is a really big part of creating the experience and the emotion. We try to make [a customer's experience] better, but better in her terms. If you stay focused on experiences, I think you will have a lower risk of designing something that may measure well in a lab but may not do well with the consumer."

A.G. Lafley, CEO of Procter & Gamble (in case you didn't know)

Very well said - we have always believed the life of a brand is the customers experience. And, we have always believed that good design is at the core of a good experience....

Take from an article in the June Design issue of FAST Company.