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

By Hartmut Esslinger

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 outdoor expert's misinterpretations. Hartmut explains innovation in the course of the lens of layout, and it truly 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 strategies into the vanguard of serious product businesses. We used their services to assist our shoppers, a lot of. learn more... Design-driven procedure: staking a declare within the artistic economic climate -- precise lies: the position of management in innovation -- Designing to win: the artistic company process -- Minds beat cash: the innovation technique, step-by-step -- A enterprise layout revolution: the greening of planet, inc. -- Design-driven concepts for higher business--and a greater global -- The factories

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By the time I was ready to go to the meeting, they were already asleep in the studio. When I showed our models and explained the new system to Martin Saupe, he was blown away. I was certain that our hard work had paid off. indd 40 4/12/09 12:02 PM designing to win 41 the four frog principles About forty years ago, I scribbled down these four objectives and they remain a valuable guide to frog’s continuing goals: 1. ” To establish the best arena in which to compete, I looked for the one area in design where I was very good and where others were not—and that was the field of electronic technology design.

And that kind of foresight comes from a place of creativity. Creative strategies involve outsized risks that can only be managed through ethical decisions. But idealistic goals and principles alone won’t cut it; companies also have to establish specific methods and processes for implementing a creative strategy, and they must be guided by inspired leadership. That’s the art of business. ° seeing the future and supporting bold initiatives The power of bold and inspired leadership is clear in the story of Apple.

That said, success is not only a product of inspiration, big dreams, and a charismatic personality—although those must certainly play a role. The best leaders and the most successful companies also have the will and the desire to explore the unknown. And they have a deep and ongoing respect for design and its power to drive a strategy of creativity and innovation. After forty years, when I think back to the leaders who have inspired, taught, and supported me, including those I describe in these pages, I’m still most grateful for the guidance and leadership of my earliest mentors, who inspired me and taught me to exercise my talents through hard work.

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