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Do You Matter?: How Great Design Will Make People Love Your Company (paperback) Paperback – August 22, 2008
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From Publishers Weekly
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to an out of print or unavailable edition of this title.
From the Back Cover
“Definitely, a game changer! Design experience is the power shift to our era what mass marketing was to the last century.”
John Sculley former CEO, Pepsi and Apple
“Great design is about creating a deep relationship with your customers. If you don’t, you’re roadkill. This book shows you how and much, much more. Be prepared to have your mind blown.”
Bill Burnett Executive Director, Design Program, Stanford University
“Design is the last great differentiator, and yet so few really understand it. Do You Matter? offers a marvelous series of direct, in-your-face observations and drives home the means to an absolutely integrated design strategy.”
Ray Riley Design GM, Entertainment and Devices, Microsoft
“This book will challenge you to ask and answer what arguably are the most important questions an executive can ponder today. So open up.”
Noah Kerner CEO, Noise and coauthor, Chasing Cool
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.
Top Customer Reviews
The book uses a lot of tech products as examples, many of which I have personal experience with. While the "whole user experience" point is valid, I am not so sure about the authors' judgement on some of the "successes" to the point that I wonder if they have actually experienced those items themselves. (Or maybe I just happen to have bad luck with many tech products, some of which are touted as "it just works"?) In any case, point well taken.
As for the non-tech examples, I find that most of them strike a chord with my experience. The FiveBucks story on p87 leaves me chuckling as an ex-customer. The Washington-Dulles airport experience on p21 and the W hotel story on p150 are both very real. Becoming aware of many things about my daily life is the most rewarding part of reading this book.
Overall, I would say that the book has successfully put together a collection of short stories that argues for its premises. However, I must note one thing that I really don't like about the physical aspect of the book itself: the text is printed too close to the hardcover binding that at times it makes for an awkward reading experience. You would think that a book about design has been designed as well. I am sure the authors won't mind I take one star off because of this less-than-stellar reading experience of their book. :P
I will say that the list of products and innovators discussed expands after the first few chapters to include some familiar and perhaps some unlikely candidates. Unfortunately the products discussed are mass-market consumer oriented, and the companies are all mega-corporations. This can be a bit off-putting to me, as I work in a relatively small, business-to-business oriented company.
That being said, the overall point of the book is not any one product. Rather, the authors spend a lot of time discussing the principles of wholeness of design. To summarize, most companies tend to focus on mental silos. The accountants worry about cash coming in and out. Engineers have written function lists that cannot be strayed from. Marketing and Sales have their own views, as does the Customer Service department. Individually these groups all focus on what they need to do, and you cannot blame them for that. Unfortunately, sometimes it seems to the outside world that these groups are all working off of a different playbook. For example, you spend a lot of cash on a high-end stereo system. The sales man knows what he is talking about, and you leave the store looking forward to getting it delivered and installed.Read more ›
Like self-help books, there is a well developed genre of books about how to make your company stand out from the others. I suppose theres a great temptation to read the ideas, run off and implement them chapter and verse, and then wait/hope/pray for great transformation to take place.
But there's no magic pill. And all the great advice in all the greatest books won't make a bit of difference if your company really is different from all the rest.
But there really are ways to stand out. This book is full of ideas. But each idea by itself is not enough to achieve the end goal of making people love your company. And the authors know this well.
From the start they make it clear that having a successful company requires a wholistic approach. Everyone from the very top to the very bottom must be fully committed to a shared vision, with a consistent level of performance to achieve the goals. And the old saw about the customer always being right is constantly reinforced here but in ways that seem obvious when you read them, but may never have occured to you before.
Numerous examples of familiar companies are cited. Their successes and failures are examined in great detail in very engaging ways. These are not boring case studies. These are compelling stories about how companies rise and fall. Ever wonder what happened to Polaroid? Remember them - king of the instant photo? Who would have thought that they'd be left behind by digital photography - the electronic version of the instant photo.Read more ›
Most Recent Customer Reviews
Very fluffy book that gives good examples if success, but little on strategy.Published 6 months ago by Cinemasia
Well stated. Fabulous read. Very helpful with getting my organization to understand the topic.Published 13 months ago by Jonathan King
Meh. Authors share meaningless platitudes on how design is great. These platitudes are neither backed by evidence or dissected into repeatable how to "be great at design"... Read morePublished 19 months ago by Avid Reader
This book initially appealed to me because I co-own a small business. I hoped the book would give us new ideas to help us grow. Read morePublished on May 12, 2013 by Hello Kitchen
This book had such a promising title, but sadly, fell short of its promise. For me, anyway, it just didn't deliver. Read morePublished on April 2, 2013 by Amy
The topic is very important. Design is often neglected, but great execution on a weak design is worthless. That said, the book didn't grip me. Read morePublished on August 23, 2012 by therosen
Interesting title. I liked the book design also. Simple but different from the other books. Every chapter begins with a deep orange color page with a bold chapter number on the... Read morePublished on March 24, 2012 by Premkumar Masilamani
A lot of companies like Apple and BMW get credit for designing beautiful physical objects, but physical designs can be copied. Read morePublished on March 9, 2011 by Michael A. Robson
Industrial design is not merely about a physical object; it is the overt, thoughtful development of the interaction points between you and your customer, according to Robert... Read morePublished on February 3, 2011 by John Gibbs