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A Fine Line: How Design Strategies Are Shaping the Future of Business |  |
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A Fine Line: How Design Strategies Are Shaping the Future of Business | |
For 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 40 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."
For 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 40 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."
网友对A Fine Line: How Design Strategies Are Shaping the Future of Business的评论
The book is more focused on why Frog is so great and how they managed to get some of their accounts. I thought I could get a glimpse of where they got their inspiration and how they turned it into products that sell, but there was none of that. I admire the author's success, and even though he tries to open up and show you how he did it, the book is more about business than design.
I really liked "A fine line". Harmut Esslinger shares his experience and insights gathered during all his carreer. His wisdom about "selectivity" explained as a key carreer success is one the most useful advice I found in the book. He is very convincing in his field, the industrial design, a bit less when it comes to digital design. But still A Fine Line is worth reading, as it is rare to access so directly to the thinking of great "design achievers" such as Harmut Esslinger.
This book, while a little short is something that every designer should read. This book along with Design Forward point out how just how small of a total vision most designers have in respect to the product they are designing. Not just that particular item but also where the materials come from, the influence the factory has on the surrounding area, what happens after its used and so on. Short but excellent read.
Hartmut has one or two "off" chapters, but otherwise this is a genius book showing genuine insight to industry and what it takes to stick out from the crowd. How to attack design instead of being complacent. A very good read.
I bought this book in hope that I would get an insider perspective into the design field thinking about switching from architecture to design. What I found was that the tone of this book was less instructional than I had hoped and more self promoting. I was not impressed and didn't finish reading.
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