assimilate the company culture, because the designers even if they view themselves as temporary transplants, are still supported by their own set of corporate governance. I also find it interesting that Oakley does not address the concept of hierarchyin a company and how it relates to mechanistic and organic organization. Lookingat young companies and companies that have changed with societal trends, a flatter labor division has helped to support the concept of a organic teams. Even physical office spaces have evolved to support this homologous workstyle. Open meeting rooms, communal workspaces and even reimagined lounges are all designed around the concept of natural collision. Creating proximity for workersto converse helps break down hierarchical and cross functional barriers. It seems like an architects dream, but I have experienced this in Capitol Federal �Hall. There is a single main staircase designed to move people but also create an interaction space. I cannot count the number of times I have been caught on the stairs by students, faculty or staff who upon making eye contact with me arereminded of a project idea or simply want to talk about current projects. Kotler and Rath illustrate a companys product design philosophy on a three-�point scale with marketer and design dominated philosophies at either pole, and a third intermediate philosophy in the center. Big data and data analytics have
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