Although the word 'design' has been somewhat abused over the last few years, I firmly believe that it is one of the most important factors in the success of a business. Graphic design isn't, as many believe, just about the way something looks. It is in fact a delicate balance between form and function.
Many graphic designers create very stylised work that looks very similar regardless of product or market. I try to see every project as a unique problem with a unique solution and to give it a 'timeless' quality. It's a shame we can't change our own identities as easily as we can that of our businesses'. I'd really like to have a 'timeless quality' myself!