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Acknowledgments
About the Authors
Preface
Introduction 1
It's the Individual That Matters 1
The Model 3
A Simpler Way to Innovate and Design 4
About This Book 5
PART I Creation of a Design Strategy
Chapter 1 Set the Stage for Success 9
Designing the Intangible 9
New Rules of Competition 10
A New Perspective on Design 11
Overcoming the Hurdles 12
Psycho-Aesthetics: An Integrated Approach to Innovation and Design 13
The Importance of Emotion---and Action 15
Chapter 2 Enable Your Stakeholders 19
New Stakeholders, New Process 20
Why It Doesn't Happen Naturally 21
Essential Ingredients for Alignment 22
Process in Action---Amana 24
An Accurate Diagnosis 25
A New Focus on Consumer Testing 26
Building Confidence, Building Success 28
Moving Forward 29
Creating Meaning 30
Chapter 3 Map the Future 33
Designing for Tomorrow's Markets Today 37
Experience Mapping Guides the Way 38
Mapping Emotions 40
Engaging Interactivity 42
Mapping Out the Possibilities 44
Strategy Based on Understanding 47
Experience Mapping and the Power of Design 47
Chapter 4 Personify Your Consumer 51
Redesigning an Icon 51
Personas---The Mask of the Consumer 53
Personas Fuel Intelligent, User-Centric Design 54
What Goes into a Persona 56
What You Get Out of Personas 58
Using Personas to Guide Design 60
Mapping Personas 61
Getting a Handle on the Right Design 64
A Fresh Perspective 67
Chapter 5 Own the Opportunity 71
On a Wing and a Startup Prayer 71
Understanding a Changing Landscape 72
Finding the Opportunity for Follow-Up 74
A Market Winning Strategy 78
Opportunity Is Where You Find It 79
The Benefits of Mining the Gaps 79
Unearthing the Opportunity 82
Choosing the Right Opportunities 85
The True Power 87
Part I Conclusion 91
Amana 94
Flip Cam 95
JBL Professional 96
Vestalife 97
PART II Implementation and Consumer Experience
Chapter 6 Work the Design Process 101
From a Guitar Stand to a Guitar 102
Set Up a War Room 103
Uncovering Aspirations (of Guitar Players) 104
Get Started---Fast 105
The Role of Experts/Lead Users 106
Back to the Consumer 110
Sustainable Solution to Sound Quality 111
Optimized Ergonomics for a Better Playing Experience 112
The Final Result 113
Personalized Experience 113
The Importance of Execution 114
Channeling Our Learning 116
Designing a New Way to Market 117
Competing by Helping Others Win 118
Finding a Balance 120
Chapter 7 Engage Emotionally 121
The Importance of Belonging 122
Beyond First-Mover Advantage to "First-Connector" Advantage 124
The Hero's Journey 125
Why We Still Need Heroes 126
Calling Out the Benefits of a Design 128
Motivating Behavior Change 128
Boosting Memory and Recall 128
The Creation of Heroes 130
What It Takes to Make a Hero 133
Basic Quadrant (Lower Left) 133
Artistic Quadrant (Upper Left) 134
Versatile Quadrant (Lower Right) 134
Enriched Quadrant (Upper Right) 135
Winning Through Creating Heroes 135
Chapter 8 Reward Your Consumer 139
Putting It All Together 139
Greening the Landscape 140
Enable Your Stakeholders 142
Map the Future 143
Personify Your Consumer 144
Own the Opportunity 146
Work the Design Process 148
Engage Emotionally 150
Reward the Consumer 153
Part II Conclusion 157
Afterword 161
Endnotes 165
Bibliography 171
Index 177
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Add Predictable Magic: Unleash the Power of Design Strategy to Transform Your Business, Companies invest fortunes on innovation and product strategy. But, by some estimates, 80% of new products fail or dramatically underperform every year, though a few rare products succeed brilliantly. Why is this the case? Their creators have seamlessly in, Predictable Magic: Unleash the Power of Design Strategy to Transform Your Business to the inventory that you are selling on WonderClubX
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Add Predictable Magic: Unleash the Power of Design Strategy to Transform Your Business, Companies invest fortunes on innovation and product strategy. But, by some estimates, 80% of new products fail or dramatically underperform every year, though a few rare products succeed brilliantly. Why is this the case? Their creators have seamlessly in, Predictable Magic: Unleash the Power of Design Strategy to Transform Your Business to your collection on WonderClub |