Chapter 1: Design Matters 2Chapter 2: Do You Matter? 18Chapter 3: How To Matter 36Chapter 4: Being Design Driven 66Chapter 5: Your Brand is Not Your Logo 100Chapter 6: Products as Portals 126Chapter 7: Your Products and Services Are Talking to People 157Chapter 8: Being a Design Driven Culture 180Chapter 9: Go Forth and Matter 205 Endnotes 212 Index 216
More and more companies are coming to understand the competitive advantage offered by outstanding design. With this, you can create products, services, and experiences that truly matter to your customers' lives and thereby drive powerful, sustainable improvements in business performance. But delivering great designs is not easy. Many companies accomplish it once, or twice; few do it consistently. The secret: building a truly design-driven business, in which design is central to everything you do. Do You Matter? shows how to do precisely that. Legendary industrial designer Robert Brunner (who laid the groundwork for Apple's brilliant design language) and Stewart Emery (Success Built to Last) begin by making an incontrovertible case for the power of design in making emotional connections, deepening relationships, and strengthening brands. You'll learn what it really means to be "design-driven" and how that translates into action at Nike, Apple, BMW and IKEA. You'll learn design-driven techniques for managing your entire experience chain; define effective design strategies and languages; and learn how to manage design from the top, encouraging "risky" design innovations that lead to entirely new markets. The authors show how (and how not) to use research; how to extend design values into marketing, manufacturing, and beyond; and how to keep building on your progress, truly "baking" design into all your processes and culture.
Robert Brunner's career as an industrial designer is iconic in the high technology arena. As director of industrial design at Apple Computer, he founded the Industrial Design Group and developed the original Macintosh PowerBook, Newton, and 20th Anniversary Mac-prelude to the iMac. As a partner at Pentagram, one of the world's most influential design firms, he worked with Fortune 500 companies, including Nike, Microsoft, Hewlett Packard, Dell, and Nokia, as well as developed new products for many global enterprises. In early 2007, Robert founded Ammunition, a product design, brand, and interactive development consultancy. His product designs have won numerous awards from the Industrial Designers Society of America and BusinessWeek, including eight best of category awards. His work is included in the permanent design collection of the Museum of Modern Art (MoMA). Robert also teaches advanced product design at Stanford University. Stewart Emery is coauthor of the international bestseller, Success Built to Last. He has a lifetime of experience as an entrepreneur, creative director, corporate culture consultant, and executive coach. He has conducted coaching interviews with more than 12,000 people in the last three decades and is considered one of the fathers of the Human Potential Movement. Stewart serves as Visiting Professor at the John F. Kennedy University School of Management. Author of two other best-selling books, Actualizations: You Don't Have to Rehearse to Be Yourself and The Owners Manual For Your Life, Stewart Emery has led workshops, seminars, and delivered keynotes all over the world. As a consultant, he asked questions that lead MasterCard to its legendary "priceless" campaign.