hartmut esslinger, one of the founders of frog design, inc, has just published a new book titled, “a fine line, how design strategies are shaping the future of business“. (The spell checker is killing me with all of these non-capitalized words, but this is hartmut’s choice).
The brief description says, “A Fine Line offers a step-by-step overview of the innovation process — from targeting goals to shepherding new products and services to the marketplace — in order to reveal how to arrive at an authentic human design that connects strongly with consumers.” Wow that’s bold!
Haven’t read it yet so I can’t endorse the process, but you can’t ignore this book, by this author. One of our true innovators.
Here is a short review in Business Week. My review to follow.