Design: Innovate, Differentiate, Communicate
by Tom Peters
When it comes to enthusiasm, Tom Peters is #1 in the business. "Design" is one of the Tom Peters Essentials series, a slim volume that colorfully condenses concepts from his older book, "Re-image." (The other titles in the series are Leadership, Talent, and Trends.)
Designed in the bright Dorling Kindersley manner, the pages of this book explode in color, graphics, and overlaid text -- as a book about design should do.
As CAD users, we appreciate design. There is functional design, where we make sure it works. As engineers, we l-o-v-e functional design with its precise equations, tables of allowable values, and tolerances.
Then there is the badly-named industrial design, the other half, the surface that covers the functional design, the curves and sheens that make people lust after iPods and iPhones. This is what Mr Peters is writing about.
It is his contention that design is the future. Design is no longer an afterthought, no longer a cost center, no longer a frown. It's now the heart and soul, the value generator, the smile.
Design is everywhere, even in areas you may not have thought of; but Mr Peters has thought of it. "Why," he asks, "do hotel beds have to give him a backache?" (One hotel chain is now so proud of its excellent beds that it will sell them to you.) Other examples: Starbucks is not about coffee; Porsche is not about commuting.
In short, your customers have an experience when they deal with you. What do you change to make their experience wonderful? From the moment they drive into your parking lot... until they leave, purchase(s) in hand. And afterwards.
I'll throw out some words that occur in large, bold text throughout the book: Uniqueness. Alter. Adventure. Obsess about beauty. Design = Soul.
If you love design, this book will perk you up. After reading it once, remember to go back in six months to read it all over again.
Published in 2005 by Dorling Kindersley
In paperback for $10.20 from Amazon.com; also available used. Click for more information about Design (Tom Peters Essentials)