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Predictable Magic: Unleash the Power of Design Strategy to Transform Your Business

By Deepa Prahalad, Ravi Sawhney

Published by Pearson Prentice Hall

Published Date: Jul 19, 2010

Description

“By putting the empowerment of people at the center of strategy creation, Predictable Magic is as much a book about values and leadership as it is about design. It can help executives find meaning and value in their work as they create meaning and value for their consumers.”

—Dr. Marshall Goldsmith, world-renowned executive coach; author, The New York Times bestsellers, MOJO and What Got You Here Won’t Get You There

 

“While every company strives to create products and services that dazzle, few achieve this feat. Prahalad and Sawhney lay out a simple but powerful methodology for turning deep consumer insights into attention-grabbing, expectation-defying designs. If you’re looking to increase the ‘magic quotient’ in the things your company makes and sells, you’ll want to dig into Predictable Magic.”

—Dr. Gary Hamel, Visiting Professor, London Business School; author, The Future of Management and Leading the Revolution

 

“The natural fusion of psychology and creative disciplines enable a potent capability that will be critically important as we seek to better understand the demands of a diverse global population. Predictable Magic outlines an important framework to capture and define the emotional wants and needs of a user.”

—Ken Musgrave, IDSA, Director, Experience Design, Dell

 

“Prahalad and Sawhney shine a light on an important piece of the strategic puzzle: how to convert consumer emotions into successful designs. They provide a rigorous approach to guide innovation efforts from strategy creation through execution. This is a must-read for anyone who is trying to create a new product or develop a new business model.”

—Dr. Vijay Govindarajan, Professor, Tuck School of Business; Chief Innovation Consultant, GE; author, Ten Rules for Strategic Innovators

 

“Prahalad and Sawhney have written an unusually useful book. It is one of the rare sources that go beyond giving us another definition of innovation. With concrete examples linked to practical principles, they show us how to do it.”

—Patrick Whitney, Steelcase / Robert C. Pew Professor and Dean, Institute of Design, Illinois Institute of Technology

Table of Contents

Acknowledgments . . . xv

About the Authors . . . xix

Preface . . . xxi

Introduction . . . 1

It’s the Individual That Matters . . . 1

The Model . . . 3

A Simpler Way to Innovate and Design . . . 4

About This Book . . . 5

PART I: Creation of a Design Strategy

Chapter 1 Set the Stage for Success . . . 9

Designing the Intangible . . . 9

New Rules of Competition . . . 10

A New Perspective on Design . . . 11

Overcoming the Hurdles . . . 12

Psycho-Aesthetics®: An Integrated Approach to Innovation and Design . . . 13

The Importance of Emotion—and Action . . . 15

Chapter 2 Enable Your Stakeholders . . . 19

New Stakeholders, New Process . . . 20

Why It Doesn’t Happen Naturally . . . 21

Essential Ingredients for Alignment . . . 22

Process in Action—Amana . . . 24

An Accurate Diagnosis . . . 25

A New Focus on Consumer Testing. . . 26

Building Confidence, Building Success . . . 28

Moving Forward . . . 29

Creating Meaning . . . 30

Chapter 3 Map the Future . . . 33

Designing for Tomorrow’s Markets Today . . . 37

Experience Mapping Guides the Way . . . 38

Mapping Emotions . . . 40

Engaging Interactivity. . . 42

Mapping Out the Possibilities . . . 44

Strategy Based on Understanding . . . 47

Experience Mapping and the Power of Design . . . 47

Chapter 4 Personify Your Consumer . . . 51

Redesigning an Icon . . . 51

Personas—The Mask of the Consumer . . . 53

Personas Fuel Intelligent, User-Centric Design . . . 54

What Goes into a Persona . . . 56

What You Get Out of Personas . . . 58

Using Personas to Guide Design . . . 60

Mapping Personas . . . 61

Getting a Handle on the Right Design. . . 64

A Fresh Perspective . . . 67

Chapter 5 Own the Opportunity . . . 71

On a Wing and a Startup Prayer . . . 71

Understanding a Changing Landscape . . .72

Finding the Opportunity for Follow-Up . . . 74

A Market Winning Strategy . . . 78

Opportunity Is Where You Find It . . . 79

The Benefits of Mining the Gaps . . . 79

Unearthing the Opportunity . . . 82

Choosing the Right Opportunities . . . 85

The True Power . . . 87

Part I Conclusion . . . 91

Amana . . . 94

Flip Cam . . . 95

JBL Professional . . . 96

Vestalife . . . 97

PART II: Implementation and Consumer Experience

Chapter 6 Work the Design Process . . . 101

From a Guitar Stand to a Guitar . . . 102

Set Up a War Room . . . 103

Uncovering Aspirations (of Guitar Players) . . . 104

Get Started—Fast . . . 105

The Role of Experts/Lead Users . . . 106

Back to the Consumer. . . 110

Sustainable Solution to Sound Quality . . . 111

Optimized Ergonomics for a Better Playing Experience . . .112

The Final Result . . . 113

Personalized Experience . . . 113

The Importance of Execution. . . 114

Channeling Our Learning. . . 116

Designing a New Way to Market . . . 117

Competing by Helping Others Win . . . 118

Finding a Balance . . . 120

Chapter 7 Engage Emotionally . . . 121

The Importance of Belonging. . . 122

Beyond First-Mover Advantage to “First-Connector” Advantage . . .124

The Hero’s Journey . . . 125

Why We Still Need Heroes. . . . 126

Calling Out the Benefits of a Design . . . 128

Motivating Behavior Change . . . 128

Boosting Memory and Recall . . . 128

The Creation of Heroes . . . 130

What It Takes to Make a Hero . . . 133

Basic Quadrant (Lower Left) . . . 133

Artistic Quadrant (Upper Left) . . . 134

Versatile Quadrant (Lower Right) . . . 134

Enriched Quadrant (Upper Right) . . . 135

Winning Through Creating Heroes . . . 135

Chapter 8 Reward Your Consumer . . . 139

Putting It All Together . . . 139

Greening the Landscape. . . . 140

Enable Your Stakeholders . . . 142

Map the Future . . . 143

Personify Your Consumer . . . 144

Own the Opportunity . . . 146

Work the Design Process . . . 148

Engage Emotionally . . . 150

Reward the Consumer . . . 153

Part II Conclusion . . . 157

Afterword . . . 161

Endnotes . . . 165

Bibliography . . . 171

Index . . . 177

Purchase Info

ISBN-10: 0-13-262919-4

ISBN-13: 978-0-13-262919-5

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