Stop thinking about design in terms of wire frames or visual style; it is about the product as a whole. Designing is figuring out the purpose of your product and how you orient everything else around it. And that means that everyone within a company plays a role in the design process. And thatmeans that everyone in a company needs to learn design literacy. It’s a hard task.
This is a concept that we can’t stress enough to our clients. As more companies with strong design sense (Apple, Pintrest) become wildly successful, this concept becomes easier to justify.