Post by Mark Van Iterson

Design is often still mis-understood as expensive non-functional art or as a superficial skin that’s added as an afterthought. While designers are the orchestrators of many disciplines, to develop innovative, successful products and services. They’re creating the added value that’s at the core of every business model and every societal transformation. Beroepsorganisatie Nederlandse Ontwerpers (BNO) is one of the driving forces behind Dutch Design, and I’m honoured to be part of the mission: make governments and businesses understand that they need more Dutch Design!