The adage advises us to direct attention and energy to the way something works or doesn't work prior to giving consideration to how it looks. All to often, owners expend the majority of their time fixated upon the aesthetic of a concept with little or no regard for how a space may work for or against them.
Just as an entrepreneur needs a strong business plan to attract capital, they must also possess a comprehensive and conceptual design plan prior to pursuing any aspect of the build out endeavor. Capital is necessary but how that capital is deployed is vital. A solid design plan is the most important portion of any investment. Returns can be significant with the appropriate execution. A great design not only simplifies the construction process but will allow a concept to operate efficiently becoming more enjoyable for customers, employees, and owners.