By Jay Greene
"It's not only what it feels like and sounds like. layout is the way it works."-Steve Jobs
there is a new race in enterprise to embody "design thinking." but such a lot executives don't have any clue what to make of the hot buzz approximately layout. it is hardly ever the topic of commercial retreats. it isn't simply measurable. To many, layout is just a crapshoot.
Drawing on interviews with most sensible executives corresponding to Virgin's Richard Branson and Nike's Mark Parker, Jay Greene illuminates the equipment of businesses that depend upon layout to face out of their industries. From the stories of these at businesses from Porsche to REI to Lego, we research that layout is not in basic terms approximately type and shape. the center of layout is rethinking the best way services paintings for patrons in genuine lifestyles. Greene explains how:
-Porsche pit its designers opposed to one another to create its bestselling Cayenne SUV
-Clif listened carefully to consumers, leading to the industry-changing Luna strength bar
-OXO paid meticulous cognizance to the main points, became its LiquiSeal mug from an abysmal failure into one among its maximum successes
-LEGO begun asserting no to its designers-saving its brick enterprise within the strategy
Greene exhibits how very important it really is to construct a tradition during which layout is greater than an after-the-fact concern-it's a part of your company's DNA. layout concerns at each level of the method. it is not effortless, and it raises expenditures, however it additionally boosts earnings, occasionally to an enormous quantity. In an more and more aggressive industry, layout represents the easiest likelihood you may have of transcending your rivals.