The article presents commentary from chief executive officer
(CEO) Brad Cook of software company Intuit on how Intuit is evolving into what
is described as a design-driven company. He says when he became CEO of Intuit
in 2008 the company's focus on design had lapsed. He has sought to address this
by first finding out what customers like about Intuit's products, then
harnessing design in support of those preferences. Along the way Intuit has
hosted internal design conferences, invited as speakers notable designers, and
taken inspiration from rival products from software producers Mint and
ZenPayroll.