Hartmut Esslinger's A fine line : how design strategies are shaping the future PDF

By Hartmut Esslinger

ISBN-10: 0470500395

ISBN-13: 9780470500392

Compliment for an exceptional line. "A breath of turbo-charged clean air that does not regurgitate the ego-maniac CEO's selective reminiscence or an out of doors expert's misinterpretations. Hartmut explains innovation during the lens of layout, and it really is approximately time we won his helpful perspective."--Guy Kawasaki, former leader evangelist, Apple and co-founder of Alltop.com. "At Flextronics, we fell in love with Hartmut and frog, and their ardour for bringing loopy nice designs and layout tactics into the leading edge of significant product businesses. We used their services to aid our clients, a lot of. learn more... Design-driven procedure: staking a declare within the inventive economic climate -- real lies: the position of management in innovation -- Designing to win: the artistic enterprise technique -- Minds beat cash: the innovation strategy, step-by-step -- A company layout revolution: the greening of planet, inc. -- Design-driven techniques for larger business--and a greater international -- The factories

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With it, Apple pioneered an entirely new industry for design software (companies such as Adobe wouldn’t have started without it). Even back in the 1980s, some companies used outsourcing to overseas businesses as a means of cutting costs. But Apple—which at that time had yet to build its strong legacy in R&D and production—was the first American electronics company to intelligently use collaboration and highly integrated outsourcing with overseas partners. To manage these external collaborations, Apple closely guarded its intellectual property.

The move was a betrayal to Maytag’s entire community—its employees, the town of Newton, its customers, and its industry. Thousands of people lost their livelihoods for a move that did nothing to solve the company’s fundamental problem—the need for improved products. Had Maytag developed a creative strategy to address this problem, it could have redefined itself and its industry by manufacturing ecologically friendly, energy-efficient home appliances. The country’s relative affluence and growing interest in environmentally responsible living in the late 1990s could have helped Maytag’s products perform better than those offered by low-cost competitors.

Another big challenge was to promote our work in the most professional ways—including building a strong brand. I think that frog was the first design agency to run a global advertising campaign in specialty magazines. 3. Look for “hungry” clients who want to get to the top. Everything depends on partnering with great clients. At frog, I focused on ambitious, global companies with huge upside potential in technology who were or wanted to become the best in the world—and had the financial ambition and means to do it.

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A fine line : how design strategies are shaping the future of business by Hartmut Esslinger


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