5

THE VALUE AND THE CHALLENGES

[ Why Companies Do or Do Not Invest in Design-Driven Innovation ]

art

It was a “car in sneakers.” You buy sneakers not because they are cheaper, but because you want them. [IN THE ILLUSTRATION Fiat’s Panda.]

KARL, I’M HAPPY you like our design for the new printer. Our guys will appreciate knowing that,” said Susan to her CEO. Susan was the director of industrial design and human interface in a well-known company in the office equipment business. She had heard, through colleagues, about the CEO’s blessing of the printer design. Their fortuitous encounter in one of the long, impersonal corridors of company headquarters ...

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