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Product design is rock climbing, not free fallDesign is not a last-minute gloss after 'real product development,' writes Bruce Nussbaum in his foreword to Creating Breakthrough Products, by Jonathan Cagan and Craig M. Vogel, and published by Pearson Education. "Design is fast becoming a key corporate asset, essential to establishing and extending brands, transforming new technologies into usable products, and bridging company identities and customer loyalties," adds Nussbaum.
Don't fool yourself into thinking that consumers want more functionalities, because the opposite could be true. It is design that works like a filter to multiple options thrown by technology, "fitting them appropriately to what people actually want and need."
For the authors, both from Carnegie Mellon University, new product development is like rock climbing that needs the right tools, plan and team. It is "not a free fall" where magic hands would help you glide through to profit land. "Form follows function is no longer relevant. We are now in a period when form and function must fulfil fantasy." Your product should 'connect.' With what? "With the values of customers." Else, it fails. Remember: "The road from the patent office is strewn with good ideas that never made the leap from concept to market."
Product development is
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