By Hartmut Esslinger
Compliment for an exceptional line. "A breath of turbo-charged clean air that does not regurgitate the ego-maniac CEO's selective reminiscence or an outdoor expert's misinterpretations. Hartmut explains innovation during the lens of layout, and it is approximately time we won his necessary perspective."--Guy Kawasaki, former leader evangelist, Apple and co-founder of Alltop.com. "At Flextronics, we fell in love with Hartmut and frog, and their ardour for bringing loopy nice designs and layout approaches into the vanguard of significant product businesses. We used their services to assist our shoppers, a lot of. learn more... Design-driven process: staking a declare within the inventive financial system -- precise lies: the function of management in innovation -- Designing to win: the inventive enterprise method -- Minds beat cash: the innovation strategy, step-by-step -- A enterprise layout revolution: the greening of planet, inc. -- Design-driven techniques for greater business--and a greater global -- The factories
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Extra resources for A fine line : how design strategies are shaping the future of business
When I found a strategy and process that worked well, we used it for all it was worth. But at the same time, we were aware that no single strategy works forever, especially in the realm of technology and design. My goal was to remain ahead of the curve by years. I pushed my own team to continually analyze and adapt our strategy and tactics, and we ask our clients to do the same. And frog’s approach to business—along with its approach to creative strategy—evolved dramatically over the past forty years.
Those were opportunities Maytag desperately needed during the late 1990s, when the company’s sales began to flag. Sometime around 1998, we got a call from Maytag, asking us to prepare a pitch for creating a new website for the company. ” As I learned more about the company, however, I saw a much more complex picture. Over the years, Maytag had grown through acquisitions and addressed vertical markets by traditional pricing-pyramid tactics. It carried a broad collection of product lines, such as Jenn-Air, KitchenAid, Magic Chef, Amana, and Hoover, resulting in strategic brand chaos.
The German Mittelstand companies (Mittelstand translates to “midsize”) of the early to mid-20th century offer fine examples of small- to medium-sized companies that became the true engines of an economy. These enterprises were largely owned and controlled by single families who defined a relatively narrow niche market and became experts in serving that market. indd 36 4/12/09 12:02 PM designing to win 37 from followers, but is also a much more valuable indicator of success because the businesses still use a fully integrated supply and value chain (the complex processes of moving a product or service from the suppliers to the consumer and the manufacturing steps that add to the products’ final value to consumers).
A fine line : how design strategies are shaping the future of business by Hartmut Esslinger