How Ordinary People Create Extraordinary Products: Merging Strategy, Brand and Innovation.
what people are saying
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 5: Design for Desire – The New Product Prescription
“Fueled by global communication of information, infotainment, and pure entertainment, individuals around the world have access to the latest changes and emerging ideas, and change occurs with ever quickening pace. What is the next step in the progression from commodity to good to service to experience? There are many potential next steps. One of them is fantasy. Fantasy, according to one definition,2 serves the purpose of fulfilling a wish or psychological need. People not only want to experience their environment, they want to project their environment and their emotions about that environment to a deeper level of desire. They do not want to just participate in the experience; they want to live it. They already live one experience, the reality of their own lives. Fantasy is a desirable experience that, at least currently, is not that reality.”