By Deepa Prahalad
Companies make investments fortunes on innovation and product approach. yet, through a few estimates, eighty% of latest items fail or dramatically underperform each year, notwithstanding a number of infrequent items prevail brilliantly. Why is that this the case? Their creators have seamlessly built-in company procedure with layout. They don’t bring utilitarian items: they craft lucrative, empowering reports. To outsiders, this seems like magic: incomprehensible, and very unlikely to breed. however it isn’t. Predictable Magic provides a whole layout procedure for making the “magic” ensue -- over and over again. Veteran business clothier Ravi Sawhney and company strategist Deepa Prahalad introduce Psycho-Aesthetics, a leap forward procedure for systematically growing deep emotional connections among shoppers and types. step-by-step, the authors hide every thing from examine to technique, implementation to customer adventure. additionally they display Psycho-Aesthetics at paintings – in case experiences from many of the world’s most sensible businesses, together with dash, Medtronic, Amana, and Hyundai. You’ll see how those nice businesses have used Psycho-Aesthetics to head past the utilitarian (or even the only “beautiful”), to construct items that powerfully connect to humans… contact them… stream them... time and again.
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Additional resources for Predictable Magic: Unleash the Power of Design Strategy to Transform Your Business
How can a firm begin to practice this philosophy? What are the resources and skills involved in implementation? Based on our work with diverse clients, we have distilled the process into distinct phases that can be easily remembered with the acronym EMPOWER. The Psycho-Aesthetics process is a powerful catalyst in empowering clients and design professionals to innovate. Not coincidentally, EMPOWER also describes the experience that we aim to create for consumers. Empowering experiences create connections between consumers and brands.
At each stage of life, designs become part of our lives and the stories we tell ourselves and those around us. They resonate with us emotionally. Observing this phenomenon is much easier than creating it. There is no shortage of corporate attention and resources directed toward understanding the needs and desires of consumers. Despite these efforts, most new offerings fail to connect with consumers, and hordes of supposedly “satisfied” consumers defect. Without a consistent emotional connection, there is no brand connection—no barrier to defection.
Williams Deepa Prahalad Robert Brunner Ravi Sawhney Johnathan Cagan Craig M. Vogel Vice President, Publisher: Tim Moore Associate Publisher and Director of Marketing: Amy Neidlinger � 2013 by Pearson Education, Inc. Publishing as FTPress Delivers Upper Saddle River, New Jersey 07458 Company and product names mentioned herein are the trademarks or registered trademarks of their respective owners. All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.