How Ordinary People Create Extraordinary Products: Merging Strategy, Brand and Innovation.
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Excerpts from "The Design of Things to Come"
Chapter 1: The New Breed of Innovator

Chapter 2: Pragmatic Innovation
                - The New mandate

Chapter 3: The Art and Science of Business

Chapter 4: Identifying Today's Trends
                   for Tomorrow's Innovations

Chapter 5: Design for Desire
                - The New Product Prescription

Chapter 6: The Powers of Stakeholders
                - People Fueling Innovation

Chapter 7: B-to-B Innovation
                - The New Frontier of Fantasy

Chapter 8: Making Decisions for Profit
                - Success Emerging from Chaos

Chapter 9: A Process for Product Innovation

Chapter 10: Creating a Blanket of IP to Protect
                    Your Brand from the Elements

Chapter 11: To Hire Consultants or Build Internally
                  - That is the Question

Epilogue: The Powers of Innovation
              - The New Economy of Opportunity

Chapter 11: To Hire Consultants or Build Internally – That is the Question
“As an example of the evolution of the interaction of business and industrial design, consider how Business Week’s Editorial Page Editor Bruce Nussbaum became interested in innovation. Nussbaum is a frequent flyer and it was a particular flight that sparked his interest to better understand innovation. Right near him was a mother with a young child, the worse potential challenge to a quiet uneventful flight. As he anticipated, the child started to cry and his mother gave him a bottle to drink to quiet him down. Usually Nussbaum would have settled back in his seat to get back to reading, but he noticed something different. The child was holding the bottle in a unique way. The bottle was split in the middle and formed an integrated handle that the baby could more easily hold than the diameter of a conventional bottle shape. He wondered who was responsible for the innovate shape. The Evenflow bottle Nussbaum had observed led him to become an advocate for good design. As an editor for Business Week, he started to write articles about design for the magazine. This eventually led to Business Week’s sponsorship, along with the Industrial Designer Society of America (IDSA), of the annual Industrial Design Excellence Awards (IDEA) awards.”