CHAPTER 5

Design

Design is how you design!

Design is not just what it looks like and feels like. Design is how it works.

—Steve Jobs

This is the golden age of design. We have gone past the point where products compete on functionality alone. Today, most products easily meet our basic needs in terms of functionality. Most washing machines offer similar basic functions, and the same can be said about cars, smartphones, wrist watches, word processors, or just about any other modern-day product. Similarly, every web-mail or cloud storage service offers similar features. Sure, there are clever innovations related to making some features stand out from others and to using an intellectual property to protect from (and outcompete) the imitators, but ...

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