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Hartmut Esslinger on Product Design Innovation

Hartmut Esslinger on Product Design Innovation
Paloma M. Vazquez

In light of today’s competitive business climate and more conspicuous consumption, conversations are increasingly focused on innovation as a means to deliver a differentiated experience and capture customers’ attention, loyalty and disposable income. Speaking to that notion, Business Week has showcased 10 examples of product innovation, shaped in part by designer Hartmut Esslinger.

Esslinger, founder of the 40-year-old San Francisco firm Frog Design, has worked with many companies including Apple, Louis Vuitton, and HP.  He shares with Business Week 10 tips for successfully and consistently innovating, including, among others:

  • “If it isn’t somehow good for the world, it’s not going to be good for business.”
  • “Don’t just create innovative products. Create a corporate culture of innovation. Wrap your people and your process in it.”
  • “Lead with strategy. Support with design. As businesses adapt to meet new market needs and opportunities, strategy must lead, design must contribute.”
  • “Designers must think like business people and create like artists. They must understand the business model, its goals, and its financial capabilities, limitations, and expectations.”

BusinessWeek: 10 Ways to Invent Winning Products

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