'Raymond Turner is one of a handful of people in Europe and the USA who in recent years have formulated and dominated the profession of Design Management. In Britain, he has initiated major design developments as a Director of both London Transport and BAA, and as a consultant in building the Channel Tunnel. He currently holds wide ranging consultancies in Europe.' Peter Gorb, Life Fellow, Design Management Institute 'Turner treats design issues in a refreshingly holistic manner that avoids the trap of fragmenting design into unrelated pieces. Rather he sees environments, artifacts and communications as tiles to be coordinated into an effective mosaic. The book goes beyond theory and presents concrete examples that range from an airline terminal to a steam iron. Turner makes a clear and very important distinction between Design Management and Design Leadership. In addition he provides invaluable advice on an array of practical issuers including organization and structure. This book belongs on every executive desk, not on drawing boards.' William J. Hannon, Professor Emeritus Massachusetts College of Art and Design, USA and Founder, Design Management Institute 'Raymond Turner takes design off its pedestal and places the thorny issues of design management and design leadership in a modern business context. Turner moves the reader from the basic theory to the complex real world challenges of 21st Century design practice. He illustrates how design is both an enabler of business strategy and a key component of brand stewardship and supports his arguments and visionary perspectives with a wealth of enlightening case studies.' Mike Ganderton, Senior Creative Director, the LEGO Group 'Raymond Turner is a design legend who brings together his extensive experience in this inspirational and practical book to give a Masterclass on the how to and the why of design leadership. There are treasures here for decision makers in both business and public services: this