Today, product engineers understand how they can work with designers to bring more meaning to technology. That’s basically what this wired article is about. Here’s the next level: managers should collaborate with designers to bring more meaning to: entire companies! I know what you’re thinking. This is not new. This is design thinking. Yes, this movement of design into business is underway. But it’s not common place to see designers work with managers to design meaning into businesses the way it is for products. Tomorrow is near yet still far away.