3. How To Matter

What design can do for you—how design communicates with people—how the design of products and services creates an emotional connection with your customers—how great design builds bulletproof brands.

In the 1880s, Lunsford Richardson, a pharmacist in Selma, North Carolina, was experimenting with a formula to relieve colds and pneumonia for his customers. He arrived at the active ingredients of Camphor, Eucalyptol, and menthol, and inactive ingredients of cedar leaf oil, nutmeg oil, Petrolatum, Thymol, and turpentine oil. A classic was born. The product succeeded because it worked when other products sold by snake oil salesmen didn’t. People came to depend on it, and they liked it better than anything else they had tried. Richardson ...

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