A series of case studies of attractive and efficient design, from journalist Greene, makes a persuasive case for
regarding design as an essential component of the development process of any product, which must be attended
to at all stages, not just at the end. The best service or product design, according to Greene, creates a singular
experience for the customer. Through case studies of design-savvy companies like Porsche, Nike, LEGO, OXO,
Clif bars, and Virgin Atlantic, Greene discusses the brands' origins and presses home the point that successful
companies turn their customers into cultists of a sort, admirers of both the form and function of the products
they're using. Porsche drivers love the experience of driving the car, not just its clean lines; OXO identifies its
customers' cleaning pet peeves, then designs products around them; REI doesn't just sell gear but authenticity.
...Greene's enthusiasm is clear, and design aficionados will lap up the case studies...

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