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Unleash the Power of Design Strategy to Transform Your Business: Set the Stage for Success

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The emotional impact companies have on consumers is perhaps their most lasting legacy...and the largest element of their brand equity. The authors of Predictable Magic explain how excitement generated by compelling new concepts provides a convincing case for the power of design to capture our imagination and produce impressive returns in the process.

Designing the Intangible

Bubble gum. Teddy bears. Legos. Roller skates. Red lipstick. Sports cars. All of these transcend the boundaries between object and experience. At each stage of life, designs become part of our lives and the stories we tell ourselves and those around us. They resonate with us emotionally.

Observing this phenomenon is much easier than creating it. There is no shortage of corporate attention and resources directed toward understanding the needs and desires of consumers. Despite these efforts, most new offerings fail to connect with consumers, and hordes of supposedly "satisfied" consumers defect. Without a consistent emotional connection, there is no brand connection—no barrier to defection. Worse still, the cost and visibility of these failures is increasing. However, the market performance of the success stories (such as the iPod) and the excitement generated by compelling new concepts provide a convincing case for the power of design to capture our imagination—and produce impressive returns in the process. For this reason, many companies today are integrating design thinking into their cultures at higher levels. This is an important shift in mindset, but the success of these efforts depends on the degree to which insights can be translated into strategy and action.

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