DESIGN is fundamental, is not just what it looks like. A good design has a message, a strategy and a concept, so as a result it will sell by itself.
DEVELOPMENT, what is a good strategy without proper staging? It takes quality, planning, processes, leadership and of course, execution capacity to achieve amazing results.
To achieve the famous DIFFERENTIATION, we must work differently, with methodologies, processes, knowledge and new ideas. If we do not know the actual consumer behavior and decision making how will we know what they really want?