A Fine Line: How Design Strategies Are Shaping the Future of Business
praise for a fine line\ "A breath of turbo-charged fresh air that doesn't regurgitate the ego-maniac CEO's selective memory or an outside expert's misinterpretations. Hartmut explains innovation through the lens of design, and it's about time we gained his valuable perspective." —Guy Kawasaki, former chief evangelist, Apple and co-founder of Alltop.com\ "At Flextronics, we fell in love with Hartmut and frog, and their passion for bringing crazy great designs and design processes into the...
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"Esslinger's work shows that taste can triumph, design and production can be soul mates, and the eye of an individual can shape a product and a company." —From the Foreword by Michael Moritz, partner, Sequoia CapitalFor the first time, Hartmut Esslinger, internationally acclaimed designer and founder of frog design, inc., reveals the secrets to better business through better design. Having spent forty years helping build the world's most recognizable brands, Esslinger shows how business leaders and designers can join forces to build creative strategies that will ensure a more profitable and sustainable future.A Fine Line shares the amazing story of Esslinger's transformation from industrial design wunderkind to a global innovation powerhouse, while detailing the very real challenges facing businesses in the new global economy. Offering companies far more than a temporary innovation booster, Esslinger shows how he and frog build creative design into the framework of an organization's competitive strategy, the same approach that has worked so well for leading edge companies such as Sony, Louis Vuitton, Lufthansa, Disney, Hewlett-Packard, SAP, Microsoft, and Apple. Offering a step-by-step overview of the innovation process—from targeting goals to shepherding new products and services to the marketplace—Esslinger reveals how to arrive at a design that reflects an intensely human experience and will connect strongly with consumers. With Esslinger's unique perspective, rich stories, and global mindset, A Fine Line explores business solutions that are environmentally sustainable and contribute to the future of a thriving and lasting global economy.The blending of design and business intelligence holds the key for shaping a sustainable competitive advantage in the rapidly evolving creative economy. A Fine Line equips business leaders with the necessary tools to thrive in tomorrow's world.
Foreword. The Author. Introduction. Chapter 1: Design-Driven Strategy: Staking a Claim in the Creative Economy. Chapter 2: True Lies: The Role of Leadership in Innovation. Chapter 3: Designing to Win: The Creative Business Strategy. Chapter 4: Minds Beat Money: The Innovation Process, Step by Step. Chapter 5: A Business Design Revolution: The Greening of Planet, Inc. Chapter 6: Design-Driven Strategies for Better Business-And a Better World. Chapter 7: The Factories. Epilogue. Resources.
