We all know how fanatical Apple was about design. And how they were able to differentiate themselves through design. The simplicity, the intuitive interface and the beauty of the interaction! And that was also how they were able to beat the hell out of so many of their competitors - Nokia, Blackberry, Motorola, Palm - in the typical David vs Goliath-ish battle: always led-by-design. And still continues to do so. And yet, Steve Jobs made it a point to emphasize that Design isn’t just about the look and feel of a product; it’s also about the engineering underneath, about the plumbing and of all the individual components that make a product. Bullseye.
Design is the soul of an Engineering endeavour. Real Engineers are the ones who give always enough emphasis to Design. That’s how you separate wheat from chaff, boys from men. All Engineering problems ought to be tackled through Design. Connecting the Problem Domain with the Solution Domain. It’s so fundamental to Problem Solving that it’s hard to emphasize enough. Without Design, it’s difficult to get into Solutioning. And impossible to get optimum results. And yet, so often, one sees novice Engineers, literally rush into implementation just like a child takes to a new game title.