Preview
  • A Fine Line

  • How Design Strategies Are Shaping the Future of Business
  • By: Hartmut Esslinger
  • Narrated by: Victor Bevine
  • Length: 6 hrs and 46 mins
  • 5.0 out of 5 stars (1 rating)

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A Fine Line

By: Hartmut Esslinger
Narrated by: Victor Bevine
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Publisher's summary

Hartmut Esslinger, internationally acclaimed designer and founder of frog design, inc., reveals the secrets to better business through better design. Having spent 40 years helping build the world's most recognizable brands, Esslinger shows how business leaders and designers can join forces to build creative strategies that will ensure a more profitable and sustainable future.

A Fine Line shares the amazing story of Esslinger's transformation from industrial design wunderkind to a global innovation powerhouse, while detailing the very real challenges facing businesses in the new global economy. Offering companies far more than a temporary innovation booster, Esslinger shows how he and frog build creative design into the framework of an organization's competitive strategy, the same approach that has worked so well for leading edge companies such as Sony, Louis Vuitton, Lufthansa, Disney, Hewlett-Packard, SAP, Microsoft, and Apple.

Offering a step-by-step overview of the innovation process - from targeting goals to shepherding new products and services to the marketplace - Esslinger reveals how to arrive at a design that reflects an intensely human experience and will connect strongly with consumers.

With Esslinger's unique perspective, rich stories, and global mindset, A Fine Line explores business solutions that are environmentally sustainable and contribute to the future of a thriving and lasting global economy.

The blending of design and business intelligence holds the key for shaping a sustainable competitive advantage in the rapidly evolving creative economy. A Fine Line equips business leaders with the necessary tools to thrive in tomorrow's world.

©2009 Hartmut Esslinger (P)2009 Audible, Inc.
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My new design hero

Hartmut is a new design hero of mine. After the likes of Vignelli, Eames and Rams, Hartmut Esslinger is an unsung design hero. Of course, Frog is a well known design studio. Through this book I got to know Hartmut. Many subjects he shares and I do agree with his views. Innovation is a very overused word. And the majority of organisations think making a nice looking product is enough. But, they forget it's the complete experience. An example is the bike company Van Moof. The bike's design is great, slick, minimal, essential, industrial. But it lacks everything else, no service, low quality of bike parts, bad interaction with the bike and the organisation. Looks aren't everything. And Hartmut has many more examples. Great read, great lessons, great design, the complete package! Thanks for the insight Hartmut.

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