A fine line : how design strategies are shaping the future - download pdf or read online

By Hartmut Esslinger

ISBN-10: 0470500395

ISBN-13: 9780470500392

Compliment for a very good 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 throughout the lens of layout, and it truly is approximately time we received his invaluable 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 approaches into the leading edge of significant product businesses. We used their services to assist our clients, lots of. learn more... Design-driven process: staking a declare within the artistic financial system -- real lies: the position of management in innovation -- Designing to win: the inventive enterprise approach -- Minds beat funds: the innovation method, step-by-step -- A enterprise layout revolution: the greening of planet, inc. -- Design-driven techniques for greater business--and a greater international -- The factories

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Extra info for A fine line : how design strategies are shaping the future of business

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Apple’s global relationships didn’t end in Asia, nor did its pursuit of design-infused technology. In fact, Apple made an under-recognized breakthrough in the 1980s with its advances in desktop publishing. Our goal was to move beyond the horrible graphics of dot-matrix printers, so Apple began by licensing modern typestyles from the German type­ setting company, Berthold. We then took Canon’s high-end copy engine and combined it with a Macintosh board, which had the capability to process the high-resolution PostScript graphics of scalable fonts, and added a “soft window” user interface.

The appeal of “LV” became so universal that everyone from ladies in high society to movie stars to prostitutes the world over began to carry Louis Vuitton bags with pride. The new branding wasn’t designed specifically to appeal to a global audience, and it didn’t downplay the company’s French roots. Louis Vuitton remains a Parisian brand (thus the words “Malletier a Paris,” or “luggage maker to Paris,” on its labels), and its French cachet has helped the brand manage to keep its cult status. However, today, you see the LV brand on high-end products around the world (and you don’t have to wait in line in Paris to buy a bag).

They, too, mentor and promote from within, and they have a collaborative corporate culture of open communication that helps everyone in the organization form a realistic view of the competition and the market, rather than swallowing the sugar-coated, feel-good appraisals often fed to company executives. These strengths promote a culture of innovation and collaboration that is an essential tactic for capturing relative market share in a fiercely competitive market. I’ve seen this collaborative culture in action—sometimes, even extreme action.

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


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