"With stiff competition forcing the need for short term gains, sustainable thinking and enduring process models might be a hard sell, but sell hard we must. The methods companies employ in developing products are in many ways even more important than the executions. Future design-thinking that excludes longevity as a priority is flawed. Non-sustainable, ephemeral business successes will fade. Designers can increase their impact and influence by creating not just timeless designs, but also the systems and models that allow the repeat of multiple new products, developed in responsible and efficient ways. Management should listen closely to designers who lead in this area. "