InVision conducted a survey of thousands of companies to explore the relationship between design practices and business performance. They categorized the companies into a tiered system as follows:
Level 1 Producers: design is what happens on screens
Level 2 Connectors: design is what happens in a workshop
Level 3 Architects: design is a standardized scalable process
Level 4 Scientists: design is a hypothesis and an experiment
Level 5 Visionaries: design is a business strategy
A pretty mercenary way of looking at design, if I may. But with the importance of product design/UI-UX growing in the industry, I would say it’s still worth a read.