"I hope people are starting to see design is making a difference." —Steve Jobs on the iMac "Fifteen years ago, companies competed on price. Today it's quality. Tomorrow it's design." —Robert Hayes, Harvard Business School From the Back Cover The design of every product conveys certain information, and modern consumers are experts in reading the language of product design. Most of us can discern the different messages conveyed by say, a Rolex versus a Swatch, a Porsche versus a Hummer, a Kenneth Cole versus a Bally, or an iMac versus a Compaq.