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.