An interview with John Zapolski, national AIGA board member and expert in the design of human-centered products, systems, strategies, and decision-making structures. – “(…) a very senior person in the organization, often the CEO, implicitly ‘gets’ design, and uses those biases to orient the activities of the corporation. Steve Jobs is probably the most obviously example. While Jobs may not consider himself a designer, I don’t think he can talk about Apple for more than five minutes within mentioning design. His passion gets operationalized within the company in a number of ways: in who the company hires and promotes (‘great product people’ instead of ‘sales guys’), in which projects it chooses to invest in, in how the company talks about itself publicly. And its a self-reinforcing cycle.” (Institute of Design Strategy Conference)