As it is well known that design penetrates and sustains all areas of our lives, we struggle to think of anything that, empty of any beauty, could be present in our lives. I use the word beauty precisely because it is subjective and therefore universal in its intent. And what is design if not putting into practice what is intended and imagined to be beautiful? By anticipating the tastes, desires, and needs of society, the design does not only act on the product or service offerings, but it affects the processes of business operating models by bringing to life the experiential journey for end customers. Especially at this stage of "continuous crisis," and given the challenges related to the ecological transition, it is necessary to understand how design brings the appropriate move to meet the current challenges in all sectors from manufacturing to services.