 way of using both impressions from history, contemporary influences and internal memories (bricolage), and aims at products for future use. The model also illustrates the discrepancies between working processes in marketing and design. Today many companies acknowledge the need to invest in design proficiency, and accept a design process with a goal that is less predetermined, even though profound knowledge of the possibilities and limitations of the design profession is scarce. An increased comprehension of different work processes and viewpoints can contribute to better understanding and a more fruitful collaboration between stakeholders in the design process.