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Design is How it Works - Hardcover 1

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About the AuthorJay Greene, former Seattle bureau chief for BusinessWeek and an award-winning journalist, has written about business and technology for more than two decades. He has also written for the Seattle Times, the Orange Country Register, the Cleveland Plain Dealer, and Variety. He lives in Seattle.
Author 1Jay Greene
Edition Number1
Editorial Review"Design in the twenty-first century is about creating experiences that consumers cannot get elsewhere and satisfying needs they never knew they had. A design culture starts with the CEO, who must allow the organization to rethink its innovation process and perhaps even its business processes. It requires experimenting, making mistakes, revisiting decisions, testing and trying different ideas - without worrying about quantifying risk, cost overruns, and other basics in a numbers-oriented business. Greene introduces us to eight companies (Porsche; Nike; LEGO; OXO, design-centric kitchenware; REI, outdoor outfitter; energy-food company Clif Bar; Ace Hotels; and Virgin Atlantic) of different sizes, in different industries and locations, new and old, publicly traded and privately held to show that design is something in which any company can succeed. Greene provides valuable information and insight for companies in all businesses as he explains the importance of design thinking. He quotes Apple's Steve Jobs in discussing the iPod, "It's [design's] not just what it looks like and feels like. Design is how it works." -Booklist "In an era of globalization when traditional product advantages are commoditized in a heartbeat, design thinking provides one of the brightest hopes for creating sustainable competitive advantage, not by pasting it on but by building it in. Designs in this new era must be thoughtful, respectful, and deeply communal, and Jay Greene's book shows us all by example how these things can come to be. Design is not just how it works-it is going to be how we work. Read this book to see your future." -Geoffrey Moore, author of Crossing the Chasm and Dealing with Darwin "Everybody agrees that design is crucial, but just how a company builds functional, beautiful, desirable products has been a mystery. Now, Jay Greene has finally explained how it works. In a series of smart, revealing case studies, we learn not only how great design is done, but why it matters." -Steven Levy, author of Hackers, The Perfect Thing, and Searching for Google
Number of Pages240
Publication Date29/07/2010