Organizational design and product design are key aspects of creating new organizations. We don’t emphasize them enough and walk people through different elements of design.
Thinking about beauty, feeling, and aesthetic is important to both products and organizations. These traits require active thinking to make sure that not on the utility occurs, but also the aesthetic that you hope will occur.
My point is that you have to actually manage design in a way that is similar to managing other traits and features in the organization. The design that you prefer won’t naturally occur unless by chance, or you spend some resources ensuring that it does occur.