Design Thinking

Predictable Magic: Unleash the Power of Design Strategy to Transform Your Business

Companies invest fortunes on innovation and product strategy. But by some estimates, 80 percent of new products fail or underperform. Every year, though, a few rare products succeed brilliantly. Why? Their creators have seamlessly integrated corporate strategy with design. They don’t deliver utilitarian objects: They craft rewarding, empowering experiences. To outsiders, this looks like magic: incomprehensible and impossible to reproduce. But it isn’t. Predictable Magic presents a complete design process for making the “magic” happen—over and over again.

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