Category The Design of Things. to Come


As with any major endeavor, there are many people to thank for their input to this book and our thinking about this work.

Particular recognition and thanks go out to Keith H. Hammonds, Deputy Editor of Fast Company, for taking the time and interest to write the Foreword for this book.

Many people in the companies we write about have spent many hours speaking with us about their work and ideas...


Deconstructing Innovation

Everyone is talking and writing about innovation. It is the fuel of busi­ness strategy. Design and innovation are words that are often used together or interchangeably. Design for us is both a broad concept of change through human problem solving and a word used to describe specific fields such as engineering design, interface design, or indus­trial design. The power of the new design for innovation is fueling an engine of change that is driving the production of things to come. It is the result of interdisciplinary teams, and it dynamically leads to comprehensive solutions that consumers respond to emotionally, cog­nitively, and then economically...


What to Expect from This Book

Two guys walk into a Starbucks and wave to a woman at a table. After getting their lattes, they head over and join her.

Paul: Hey, Caroline, looks like you got here early.


Traffic wasn’t bad today. Did you two come together?


No. We just happened to arrive at the same time. How are you doing? How’s work?


It’s pretty interesting these days. Today we had a planning meeting to set objectives for the next few quarters. We had a poor performance last year, and budgets are getting cut. I was asked to reduce cost by 20 percent and increase profits by 150 percent. [She smiles.]


Are these just goals to see how high you can jump? Or are they somewhat realistic?

Caroline: It’s part of an ongoing internal discussion...


About the Cover

Burnie is our animated robotic toaster, the one on the book cover. You may be wondering why we put Burnie there, since he is not a real product like the others in this book. These days, if a product team walked into the office of their VP of New Product and said, “We have just developed the world’s first walking toaster!” the answer might be “Great! But can it walk on water?” Burnie represents the incredible requests made of teams and individuals working in the area of new product and service development. A walking toaster may or may not be what the public wants, nor may it fit a company’s strategic plan. The question is, “How do you know?”

In this book, we give many examples of real products...


About the Authors

About the AuthorsПодпись:Подпись: Photo by Larry Rippel Craig M. Vogel is a professor in the School of Design and director of the Center for Design Research and Innovation in the college of Design Architecture, Art and Planning at the University of Cincinnati. He has developed an approach to design that integrates teaching and research. He has worked with a variety of companies as a con­sultant for new product development and strate­gic planning.

Jonathan Cagan, Ph. D., P. E., is a professor of mechanical engineering at Carnegie Mellon University. His research, teaching, and extensive consulting focus on product development, strate­gic planning, and design. He has developed team-based tools and computer-based techno­logies to improve the process of design concep­tualization.

Peter Boatwright, Ph. D...


The Design of Things. to Come

If there is one lesson from the dot-com craze and meltdown that will endure (until the next time, anyway), it was this: A great idea is not the same thing as a great innovation.

We saw some truly fabulous ideas come over the transom here at Fast Company: There was, for a few shining months, balls. com, proud 24/7 purveyor of any sports ball you could imagine, and gesundheit. com, offering comprehensive relief for the allergy suf­ferer. But these late, mostly forgotten sites didn’t deliver much in the way of value. People didn’t need this stuff—not enough, anyway, to pay the bills. Ordering pet food online and having it delivered to your home was a terrific idea, but—no disrespect to the sock puppet—it just wasn’t pragmatic.

Now consider Google, a dot-com survivor (needless to sa...