A Fine Line: How Design Strategies Are Shaping the Future of Business

Overview

"Esslinger's work shows that taste can triumph, design andproduction can be soul mates, and the eye of an individual canshape a product and a company." —From the Foreword by MichaelMoritz, partner, Sequoia Capital

For the first time, Hartmut Esslinger, internationally acclaimeddesigner and founder of frog design, inc., reveals the secrets tobetter business through better design. Having spent forty yearshelping build the world's most recognizable brands, Esslinger showshow business leaders and designers can join ...

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Overview

"Esslinger's work shows that taste can triumph, design andproduction can be soul mates, and the eye of an individual canshape a product and a company." —From the Foreword by MichaelMoritz, partner, Sequoia Capital

For the first time, Hartmut Esslinger, internationally acclaimeddesigner and founder of frog design, inc., reveals the secrets tobetter business through better design. Having spent forty yearshelping build the world's most recognizable brands, Esslinger showshow business leaders and designers can join forces to buildcreative strategies that will ensure a more profitable andsustainable future.

A Fine Line shares the amazing story of Esslinger'stransformation from industrial design wunderkind to a globalinnovation powerhouse, while detailing the very real challengesfacing businesses in the new global economy. Offering companies farmore than a temporary innovation booster, Esslinger shows how heand frog build creative design into the framework of anorganization's competitive strategy, the same approach that hasworked so well for leading edge companies such as Sony, LouisVuitton, Lufthansa, Disney, Hewlett-Packard, SAP, Microsoft, andApple.

Offering a step-by-step overview of the innovationprocess—from targeting goals to shepherding new products andservices to the marketplace—Esslinger reveals how to arrive ata design that reflects an intensely human experience and willconnect strongly with consumers. With Esslinger's uniqueperspective, rich stories, and global mindset, A Fine Line exploresbusiness solutions that are environmentally sustainable andcontribute to the future of a thriving and lasting globaleconomy.

The blending of design and business intelligence holds the keyfor shaping a sustainable competitive advantage in the rapidlyevolving creative economy. A Fine Line equips business leaders withthe necessary tools to thrive in tomorrow's world.

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Product Details

  • ISBN-13: 9780470451021
  • Publisher: Wiley
  • Publication date: 6/29/2009
  • Edition number: 1
  • Pages: 216
  • Product dimensions: 6.20 (w) x 9.10 (h) x 0.90 (d)

Meet the Author

Hartmut Esslinger is the founder of frog design, inc., a leading global innovation firm, and one of the most respected designers and business consultants in the world. Esslinger founded frog design in his native Germany and sparked a design revolution. His work has defined the modern consumer aesthetic with such revolutionary products as the Apple Macintosh computer, Sony's Trinitron television, Lufthansa's brand and fleet image, Disney's Cruise Lines and Consumer Electronics, and Louis Vuitton's brand aesthetic. His designs are in the Museum of Modern Art and the Whitney Museum in New York. He is also Founding Professor of the Hochschule für Gestaltung in Karlsruhe, Germany and Professor for Convergent Design at the University of Applied Arts in Vienna, Austria.

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Table of Contents

Foreword.

The Author.

Introduction.

Chapter 1: Design-Driven Strategy: Staking a Claim in theCreative 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 byStep.

Chapter 5: A Business Design Revolution: The Greening of Planet,Inc.

Chapter 6: Design-Driven Strategies for Better Business-And aBetter World.

Chapter 7: The Factories.

Epilogue.

Resources.

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