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In this article, the author examines the connection between innovation and design. Particular focus is given to how design is increasingly gaining recognition in industry, the economy and society. Additional topics explored include how the economic value of design might be explained and measured, the role that design plays in business innovation and how the economic climate, increasingly impacted by budget cuts and scarce resources, might impact the effort to advocate for design in innovation. Various points of discussion are also offered, including an exploration of sustainable design.