Design is often used as a noun – look & feel of a final object such as buildings, products, printed materials or websites. However design creates the most value to an organization when it is used as a verb – process of developing and origination an object. In fact, a great design is an outcome of the right design process.
Banks’ design crime such as ugly product fact sheets and complex banking system are the direct result of the bad design process.
Of course, the definition of design is ever growing and above definition doesn’t comprehend the vast realm of design. However to me this is a fundamental understanding of design that is required to cultivate design culture in an organization.