Design is a set of decisions, a set of choices among the infinite ways to solve a problem. The more intentional and skillful the choices, the better the design. The more value those choices create or provide access to, the better the design is for business. Take our old time internet friend Craigslist, which exhibits negligible style. The design of that system has created tremendous value for both the business and the users—and heck the casual reader too—for over 20 years.
Thinking about design in terms of the exchange of value, is the path to thinking about the whole problem.