The startup culture of today is spawning a re-Genesis of old firms searching to renew themselves and align themselves with the reality of today.

Traditionally firms like Oracle would develop a product and then find a way to sell it to consumers.  The approach is not only antiquated but is also losing both market share and revenue for companies that still cling to that mantra.

Recently IBM hired Phil Gilbert to fill the role of design lead to take on the new approach of filling needs of people and future customers by designing from their needs as the starting point – just like the approach many successful startups take by laser focusing on a specific problem and designing a solution to the problem.

Firms are now hiring designers en masse to help them deliver solutions with the user in clear focus.  So for all you budding entrepreneurs out there, think about how successful startups and the old guard is learning to focus on design.

Read more about IBM’s story at the New York Times: IBM’s Design-Centered Strategy to Set Free the Squares