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If you want to create an innovative new product, think like a consumer. Many successful products today, from the iPod to the OXO potato peeler, are designed with customer emotion, self-image and fantasy in mind. It's not all about product function, anymore.
That's the focus of "The Design of Things to Come: How Ordinary People Can Create Extraordinary Products," a new book co-authored Peter Boatwright, Jonathan Cagan, and Craig Vogel.
The book reveals a new generation of innovators and their products that feel perfect, fulfill deep unmet desires and transform consumer lifestyles. These products have benefits that are so self-evident, they often sell themselves.
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