quoted: design + business

QUOTED is a new column that I'll be posting from time to time, with quotes from business and graphic design books I've read.

I'm reading "The Game Changer," by A. G. Lafley and Ram Charan. It's an insider's look at innovation can drive growth (Lafley is the chariman and ceo of Procter & Gamble; Charan is a leading business consultant). I particularly identified with the quote (above) about design. Just a few days ago I updated my portfolio and wrote that a major goal of good design is to create an experience. I was thinking particularly about design as it relates to branding retail stores, and I think that Lafley's statement is exactly what I was trying to describe.

How would you define good design?