33
Judge the book by its cover
The traditional design process works something like this. The engineers invent a product, it goes to manufacturing, then design and finally, the marketing team get to do the fluffy packaging and promotion.
The trouble is that, as consumers, we’re shallow creatures. When judging many products, we see the form as more important than the function.
Just ask the man voted by Harvard Business Review as the world’s most successful CEO. Nope, not Mr Jobs, but Yun Jong-Yong. Under his helm, South Korea’s Samsung increased its market capitalisation by $127 billion, a return of 1,458 per cent.
Jong-Yong did this by getting out of the commoditised ‘me-too’ chip manufacturing business, to focus Samsung on being a design-led ...
Get The Devil's Advocate now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
