[ Letter to the Reader ]


A marketing manager for Apple described its market research as consisting of “Steve looking in the mirror every morning and asking himself what he wanted.” That is the mirror of an executive’s personal culture. Culture is one of the most precious gifts of humanity. Everyone has it. You should be not afraid of that mirror but, rather, leverage it, and see there things that others do not. [IN THE ILLUSTRATION Apple’s MacBook Air.]

This is not a book on design, at least not in the way many people think of design: it is not about styling, or about creativity, or about scrutinizing users.

This is a book on management. It’s ...

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