Deepa Prahalad - Predictable Magic: Unleash the Power of Design Strategy to Transform Your Business
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- Book:Predictable Magic: Unleash the Power of Design Strategy to Transform Your Business
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Companies invest fortunes on innovation and product strategy. But, by some estimates, 80% of new products fail or dramatically underperform every year, though a few rare products succeed brilliantly. Why is this the case? Their creators have seamlessly integrated corporate strategy with design. They dont deliver utilitarian objects: they craft rewarding, empowering experiences. To outsiders, this looks like magic: incomprehensible, and impossible to reproduce. But it isnt. Predictable Magic presents a complete design process for making the magic happen -- over and over again. Veteran industrial designer Ravi Sawhney and business strategist Deepa Prahalad introduce Psycho-Aesthetics, a breakthrough approach for systematically creating deep emotional connections between consumers and brands. Step by step, the authors cover everything from research to strategy, implementation to consumer experience. They also demonstrate Psycho-Aesthetics at work in case studies from some of the worlds top companies, including Sprint, Medtronic, Amana, and Hyundai. Youll see how these great companies have used Psycho-Aesthetics to go beyond the utilitarian (or even the merely beautiful), to build products that powerfully connect with people touch them move them... time and again.
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Luke M. Williams
Deepa Prahalad
Robert Brunner
Ravi Sawhney
Johnathan Cagan
Craig M. Vogel
Vice President, Publisher: Tim Moore
Associate Publisher and Director of Marketing: Amy Neidlinger
2013 by Pearson Education, Inc.
Publishing as FTPress Delivers
Upper Saddle River, New Jersey 07458
Company and product names mentioned herein are the trademarks or registered trademarks of their respective owners.
All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.
ISBN-10: 0-13-345790-7
ISBN-13: 978-0-13-345790-2
For more information, please contact us at
Design is the "in" mantraso what does this mean exactly and why do you care?
How Michael Dell got egg on his face
Why "design or die" should be your new mantra
Welcome to "customer experience supply chain management."
Who are you?
What do you do?
Why does it matter?
Does your company matter?
Three questions you really have to answer truthfully if you care about your future
Lessons from some big name hits and misses
8 more questions you need to know the answers to
Would the world be a darker place without you?
What design can do for you
Dont just play the gamechange the game!
How design communicates with people
How the design of products and services creates an emotional connection with your customers
Using design to create a relationship with your customer that matters
How you use great design to reinvent an industry
How great design builds bulletproof brands.
Design as a total concept
How iconic design-driven companies behave
A look at what your company needs to do to be design driven
How companies like Nike, Apple, BMW, and IKEA behave and how design is embedded in their culture
The role of research
Why a little research is good and more is mostly bad
Using talent to turn data into great design
Why usability doesnt equal useful
How usability testing can destroy the soul of a design.
Why your brand is not what you say it is
What your brand actually is and who says so
How your brand is a living thing
Where your brand lives (and its not at your corporate headquarters)
The role of design in brands built to last
How Coke almost lost it
How to communicate what your brand is about.
Why you never want to have a day like Zhang Ruimin
Products as portals to experience that matters to customers
How Home Depot got a new tag line
Fuego and how to build a better barbeque
How you use design for "customer experience supply chain management"
How to design a great experience with a consistent promise across multiple touch points.
How to make sure that theyre saying the right thing
What is a design language?
Why is it important?
How you actually create and manage your companies design language
Thinking strategically
Effective design strategy
How to think about design as a business weapon
Building your product brand.
Why good design is everybodys job
The importance of culture to design
Why changing culture takes time
Why we need risk support instead of risk management
Why risk should be understoodnot avoided
How innovative design can define new ground that is valued by your customers
How your company can use design to carve out new space
How to manage design from the top
Why great design requires faith and commitment
How leadership is essential to great design
How to manage creative resources to get the best from them.
Unleash the Power of Design Strategy to
Transform Your Business
Deepa Prahalad and Ravi Sawhney
Vice President, Publisher: Tim Moore
Associate Publisher and Director of Marketing: Amy Neidlinger
Wharton Editor: Steve Kobrin
Executive Editor: Jeanne Glasser
Editorial Assistant: Myesha Graham
Operations Manager: Gina Kanouse
Senior Marketing Manager: Julie Phifer
Publicity Manager: Laura Czaja
Assistant Marketing Manager: Megan Colvin
Cover Designer: Hojin Choi
Managing Editor: Kristy Hart
Project Editor: Anne Goebel
Copy Editor: Apostrophe Editing Services
Proofreader: Sheri Cain
Senior Indexer: Cheryl Lenser
Senior Compositor: Gloria Schurick
Manufacturing Buyer: Dan Uhrig
2011 by Pearson Education, Inc.
Publishing as Prentice Hall
Upper Saddle River, New Jersey 07458
Wharton School Publishing offers excellent discounts on this book when ordered in quantity for bulk purchases or special sales. For more information, please contact U.S. Corporate and Government Sales, 1-800-382-3419, corpsales@pearsontechgroup.com. For sales outside the U.S., please contact International Sales at international@pearson.com.
Company and product names mentioned herein are the trademarks or registered trademarks of their respective owners.
All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.
Printed in the United States of America
First Printing July 2010
ISBN-10 0-13-702348-0
ISBN-13 978-0-13-702348-6
Pearson Education LTD.
Pearson Education Australia PTY, Limited.
Pearson Education Singapore, Pte. Ltd.
Pearson Education North Asia, Ltd.
Pearson Education Canada, Ltd.
Pearson Educacin de Mexico, S.A. de C.V.
Pearson EducationJapan
Pearson Education Malaysia, Pte. Ltd.
Library of Congress Cataloging-in-Publication Data:
Prahalad, Deepa, 1972
Predictable magic: unleash the power of design strategy to transform your business / Deepa
Prahalad, Ravi Sawhney.
p. cm.
ISBN 978-0-13-702348-6 (hardcover : alk. paper) 1. Strategic planning. 2. Technological
innovations. 3. Competition. I. Sawhney, Ravi, 1956- II. Title.
HD30.28.P7 2011
658.4012dc22
2009054414
For my parents, who taught me to ask questions and
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