The goal is to design, and develop, and bring to market good products. We trust as a consequence of that, people will like them, and as another consequence, we'll make some money. But we're really clear about what our goals are...
We are not to bring out another product that's just different... different and new is relatively easy. Doing something that's genuinely better is very hard.
It never ceases to amaze me what it takes to develop a product. If you don't care, it's just wrong to drag so many resources and so much of people's time through that process.
I have bad news for anyone looking to foster a design or innovation-driven culture within an enterprise that doesn't at heart, get it. Unless the disciplines are acknowledged and embraced as core values by every employee, they won't gain traction.
We don't have identity manual reminding us of points of philosophy for why our company exists... I'm sure those things are very well meaning, but if you have to institutionalize stuff, you end up chasing your tail.