A Fine Line: How Design Strategies Are Shaping the Future of Business

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John Wiley & Sons, May 27, 2009 - Business & Economics - 256 pages
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praise for a fine line

"A breath of turbo-charged fresh air that doesn't regurgitatethe ego-maniac CEO's selective memory or an outside expert'smisinterpretations. Hartmut explains innovation through the lens ofdesign, and it's about time we gained his valuable perspective."--Guy Kawasaki, former chief evangelist, Apple and co-founderof Alltop.com

"At Flextronics, we fell in love with Hartmut and frog, andtheir passion for bringing crazy great designs and design processesinto the forefront of great product companies. We used theirexpertise to help our customers, many of the greatest productcompanies in the world, including Apple, HP, Cisco, Microsoft andothers. It is a credit to Hartmut that in the midst of a shockingglobal recession, frog still sets quarterly revenue records. Theirsis a unique and fascinating story." --Michael Marks, partner, Riverwood Capital LLC and former CEO, Flextronics

"Hartmut's new approach to design is felt in every room in everyhouse in every country and in every business around the world. Heproved that thoughtful design is not only good for people but isgood for business--and that both are interlinked. I have beenfortunate to have observed first hand his impact at Sony, Apple, and HP?and have learned so much from him. He is an unsung hero ofour times! A Fine Line is a must-read for designers and businesspeople alike." --Satjiv Chahil, senior vice president, Hewlett-Packard

"A fascinating, breathtaking, and exemplary insight into asuccess story that never had so much topicality, and so muchinformative potential as just now. Esslinger offers an honest andencouraging portrait of the incredible power of the business anddesign alliance. A Fine Line is a handbook of design expertise andthe art of business at its best, showing a variety of radicalsolutions and fresh new ideas." --Professor Dr Peter Zec, president, ICSID and founder, red dot awards


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Review: A Fine Line: How Design Strategies Are Shaping the Future of Business

User Review  - Andrea - Goodreads

This book was recommended as "the" book on design strategy. It was okay. Interesting to learn the history of the field from the viewpoint of frog, and a few stories about their progress. I learned some interesting anecdotes/history. Read full review

Review: A Fine Line: How Design Strategies Are Shaping the Future of Business

User Review  - Dan - Goodreads

Hartmut is probably not into writing books, this book is where he puts his share of experience out into the world that has obviously been awaiting his thoughts on the hot topic of Design Strategy Read full review


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About the author (2009)

Hartmut Esslinger is the founder of frog design, inc., a leading global innovation firm, and one of the most respected designers and business consultants in the world. Esslinger founded frog design in his native Germany and sparked a design revolution. His work has defined the modern consumer aesthetic with such revolutionary products as the Apple Macintosh computer, Sony's Trinitron television, Lufthansa's brand and fleet image, Disney's Cruise Lines and Consumer Electronics, and Louis Vuitton's brand aesthetic. His designs are in the Museum of Modern Art and the Whitney Museum in New York. He is also Founding Professor of the Hochschule für Gestaltung in Karlsruhe, Germany and Professor for Convergent Design at the University of Applied Arts in Vienna, Austria.

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