Ford's F-150 is a pickup truck—and a lifestyle statement. The iPod isn't just a music player, and the OXO potato peeler isn't just about slicing spuds.
These three products are examples of why industrial design is quickly becoming cover story material. Today's most appealing and successful products combine fantastic functionality with eye-catching and emotionally appealing looks—ingredients that boost the bottom line. The importance of strong industrial design in today's supercompetitive marketplaces isn't breaking news, but The Design of Things To Come provides a rallying call that will inspire companies to stop dreaming and start designing.
The authors—experts in design, engineering, and marketing—propose an integrated approach to design that combines everything from chaos theory to fantasy fulfillment. Along the way are behind-the-scenes looks at some of the world's leading design innovators and innovative products, such as RedZone Robotics' sewer robot. Is there fantasy fulfillment in a sewer robot? You bet. “For a crew working in the sewer, the form and function of the sewer robot fulfills fantasy,” the authors write. “Rather than work deep inside the sewers, the crew can stay clean inside a comfortable cabin, controlling this high-tech robot with the same skills and enthusiasm they had with video games as they grew up.” Hey, we'll take two!
If you are looking for a nuts-and-bolts plan on managing innovation in your company, there are better books to consider. What The Design of Things To Come is best at is leading by example. After reading it, you'll be fired up to design the next Aeron chair, and have a better idea of how your company can get there.
- Sean Silverthorne