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Selling Blue Elephants: How To Make Great Products That People Want Before They Even Know They Want Them by Alex Gofman - PH.D., Howard R. Moskowitz - PH.D.

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Chapter 7. Bridging Cool Design with Hot Science

A world-renowned, award-winning fashion and goods designer, Cynthia Rowley, who with her two ponytails looks much like a schoolgirl, frequently gets inspiration and novel ideas just by looking at some everyday objects. Rowley gets excited talking about designing unusual, unconventional, sometimes even counterintuitive things such as toilet paper, but with a twist: a designer toilet paper, for example, with a Louis Vuitton pattern. Or a designer binky (pacifier). Who else should rely mostly on inspiration in her job if not a fashion designer like Cynthia? Isn’t it the inspiration that makes a designer? Asked to choose whether she feels inspiration or experimentation to be more critical for her job ...

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