In the last decade, the more far-seeing set of mature, large businesses has been making hopeful approaches towards design. Their ardour comes from seeing design as a source of competitive advantage, and has been reported on widely.
In a saucepan, on medium heat, bring to a boil 3 cups of milk, a cup or so of heavy cream, 3 inch-long cinnamon sticks, vanilla (bean/pods or vanilla essence) and a teaspoon of grated nutmeg. Switch off the heat. Separately, beat 5 egg yolks and sugar until thick ribbons form. Slowly whisk in the hot milk mix, until smooth. Add rum/bourbon/brandy and stir. Refrigerate overnight. Before serving, fold in the stiffly beaten egg whites. Garnish (grated nutmeg, cinnamon, or chocolate; feel free to improvise).
Look around you and you likely wouldn’t know it, if you are reading this in print in a developing country, but business is getting very, very attracted to design. If, on the other hand, you are reading this on a screen in a G-8 country, this may seem like settled fact. This is a consummation that designers have long and devoutly wished, and while isn’t, not yet, a ‘best practice’ that corporations adore, it’s no longer just conference-room hype. Power and money demonstrate that.