Business Innovation Insights (Collection), 2/e

Afterword

“It’s not how you feel about the design or experience; it’s how it makes you feel about yourself.”

The belief at the core of our philosophy has guided us on a long journey of innovation and discovery. We always knew we wanted to create designs that empowered consumers. As the practice evolved, we realized that the client teams also gained a sense of confidence from seeing their implicit knowledge and market research in one place. There was something about visualizing the competitors, the evolution of consumers, and emerging opportunities in one place that created a shared agenda among all stakeholders—time and time again.

Of course, the market challenges that each client faced were different. But we found that having the Psycho-Aesthetics ...