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

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design-driven strategy staking a claim in the creative economy
“To be is to do.”
—IMMANUEL KANT
 
 
It’s a big leap for a creative consulting company to grow from its roots in a tiny garage in Germany’s Black Forest to a position of influence with esteemed global franchises, but I see the story of that transition as just one example of the incredible power of the business/design alliance. Today, there’s much talk about the “new” power of this alliance, but the power of design-driven business strategy isn’t a new idea at all. It’s the idea that spurred me to start my own design firm in 1969, and it’s what drove Steve Jobs to hire my firm to join him in building such a strategy for his own company. What’s new is the rapidly growing recognition ...

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