August 2026
Intermediate
304 pages
6h 48m
English
Like most designers and business strategists, we tend to be visual thinkers. We like to picture how things work and visualize how to get from here to there. We make lists, we draw diagrams, we sketch plans, we make flowcharts. These are useful tactics when you are staring into the unknown, a common position to be in when designing for emerging markets, as we have seen.
When we are given a new global-by-design problem to solve, we start by picturing a graph of price versus performance. On the graph, we plot the line of any existing technology we might use to solve the problem; typically, that line ascends in a curve from low-cost, low-performance solutions in one corner to high-cost, high-performance ...
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