In the literature on design, product development and innovation, the word “design” refers to many things: a creative art, a phase of product development, a set of functional characteristics, an aesthetic quality, a profession and more.1 In the lexicon of more and more companies, however, the word has come to denote the totality of activities and competencies that gather all relevant information and transform it into a new product or service. Design is understood as a core activity conferring competitive advantage by bringing to light the emotional meaning products and services have, or could have, for consumers and by extracting the high value of such emotional connections. This evolution is creating the design-focused enterprise, an organization that uses consumer-centered product development to move quickly and effectively from intimate customer knowledge to successful product and service offerings.
While this development has been written about from a theoretical viewpoint,2 there has been little practical discussion. Much has been written about design’s ability to increase productivity, product performance3 and the value of the emotional connection with customers,4 but little about design’s contribution to an overall better understanding of the consumer. There has been discussion of the role of consumer knowledge in driving innovation but not of the practical techniques for letting consumers’ unspoken, often unconscious, needs... To read the complete article, login or sign-up using the form below.
Become a premium subscriber today to read this and all MIT Sloan Managmeent Review articles.
Buy this article. Purchase one or more copies of this article in PDF form.
Become a premium subscriber today to read this article and the entire archive of MIT SMR articles.
Upgrade your existing subscription to premium
Sign in if you are a premium subscriber.
Do you subscribe the MIT Sloan Management Review in print? Enter the email address and password you used when ordering. Don't remember? Lookup your subscription account information
- Register for free access to recent articles and the current issue of MIT Sloan Management Review.
- Subscribe and read articles from the past three years online.
- Premium subscription give you access to the entire archive of articles.
