With a background in user interface design, how could I resist a book with this title? But if you are expecting a book that concentrates purely on product design, then think again. This book really gets underneath what good design means: making products and providing services to customers that really matter to them. And not just at a superficial level, but really matter in terms of providing them with deep value - get this right and you will start to connect with your customers at an emotional level, building an ongoing dialogue, rather than a one off transaction. This is the key ingredient in building long term, successful businesses - ones based on establishing relationships with your customer base.This book is easy to ready and exceptionally compelling. It is written with a passion and enthusiasm that is infectious. The user of examples throughout the book just help to bring the text to life. By the end of the book, my attention had moved away from Product design and start to concentrate on how to build customer centric businesses. I suspect this book is as relevant to those running Service companies and it is to those running Product companies. Thoroughly good reading and highly recommended.
