Category: The Design of Things. to Come

The Strategic Plan

Designing a product that is so fantastic that it is beyond the status quo experience of expert users requires not simply research and develop­ment but also a thoughtful strategic plan. That plan includes three major parts: first, an understanding of who are the key stakeholders and what are their needs and desires; second, a complete […]

Of Fantasy

Companies in business-to-business (B-to-B) markets often look at innovation as a consumer-driven revolution and not as something that applies to them. Their primary customers have been all about price and functionality, not lifestyle and desire. Because only one company can be the cheapest and most price-driven, commoditization stifles growth; these companies must find the power […]