Good Design Is Good Business

Good design is about enabling an user to get their job done in a system, or a set of products without any friction. Good business is how can we apply the tennants of good design to drive better business and better user outcomes. We have a quote here from one of the key people in i b m in the fifties, watson junior, who famously said that good design is good business. I'd love to learn a little bi about design, tinking on i b m.