Jay Greene, a senior writer for CNET, and BusinessWeek’s Seattle bureau chief for ten years, has chronicled the rise and fall of corporations for more than two decades. One thing he’s learned along the way is that companies that don’t build lasting bonds with their customers are the ones mostly likely to become irrelevant. His new book, Design Is How It Works, shows how some of the world’s smartest companies have used design to create more than just beautiful products. They’ve used great design to breed loyal customers who help propel those companies ahead of their competition.
Greene weaves together anecdotes and strategies from the most creative businesses in the world to illustrate how they consistently produce products and services that customers crave. CEOs, bred in the world of finance, are all too often afraid to embrace design because they can’t measure it. So they dismiss it as merely putting a glossy sheen on a product before shipping. They think it’s as simple as conjuring up snappy marketing when the product is out the door. Greene shows that the companies that profit from design are the ones that work hard to understand their customers, often better than those customers understand themselves, in order to tap their unmet and unstated needs. They develop cultures that create products and services that meet expectations customers never realized they had.
TAGS: Creativity, Design, Entrepreneur, Innovation, Technology