Creating Breakthrough Products: Innovation from Product Planning to Program Approval

Foreword

Bruce Nussbaum, Editorial Page Editor and Design Editor, BusinessWeek

Design has come to play a critical role in our economic lives. For many decades Corporate America neglected design, treating style as superficial, fashion as transitory. Design was felt to be last-minute gloss to be applied after the real product development was done. No longer. Design is fast becoming a key corporate asset, essential to establishing and extending brands, transforming new technologies into usable products, and bridging company identities and customer loyalties. CEOs and managers are scrambling to learn how to use it to maximize their sales and profits. Most believe that design is a business tool, a way of gaining advantage in the marketplace for products ...