Design is strategy

"Today we talk about 'Strategic Design' as a discipline itself, but design is strategic on its own. It is the English equivalent of the term 'project', whose Latin etymology is 'pro jacere', to throw forward, in other words 'to foresee', which is the essence of any strategy. I don't believe in luck in this field, if a product does not work, it is certainly because mistakes have been made. The design strategy is only successful if it is carried through to the end, without hesitation, acting on several fronts but within a unified vision. Design is visionary, only in the way that it manages to have a broad, top-down vision".