The Deep Blue Designers were again out and about this month talking to government officials and industry leaders in Beijing about the effective use of design as a business tool. It's great to see the Chinese government encouraging design in the right sort of way. All too often design is given a bad name by 'rockstar' designers who design to their own personal formula. There is a place for this sort of design, but in general, it is a niche market with low volumes and a limited audience. Deep Blue explained its 'appropriate imagination' way of working that addresses the mass markets and innovates in a way that is right for the end customer no matter what the circumstances. Speaking to a packed house of government officials and industry leaders the talk was very well recieved.