A Fine Line: How Design Strategies Are Shaping The Future Of Business

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A Fine Line is a story about business transformation and a guide, written for business executives, managers, and consultants by Hartmut Essligner , founder of frog design, Inc one of the world's foremost strategic-creative consulting firms. This book reveals the secrets behind Essligner and frog's own transformation from industrial design wunderkind to a strategic-creative consulting firm that has helped companies as varied as Apple and Disney to change the way they do business. The stories, ideas, and strategies in these pages prove that cultural, humanistic, and economic power of creative strategy is the best preparation for the evolving business challenges of the new century.

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Hartmut Esslinger is one of the best known and respected designers and business consultants in the world. In 1969, Esslinger founded frog design in his native Germany and sparked a design revolution through his unique emotional and cultural style. His work has defined the modern consumer aesthetic with such revolutionary products as Sony's original Trinitron television, the Apple Macintosh, and Lufthansa's brand and fleet image. frog has developed digital works for clients including Adidas, Microsoft, and SAP. Hartmut Esslinger is also Founding Professor of the Hochschule for Gestaltung in Karlsruhe, Germany, has an Honorary Doctorate of Fine Arts from the Parson School of Design, University of New York, and is an Honorary Member of the Design Academy of Mexico. Esslinger's work has been lauded internationally and is part of the design collections of the Museum of Modern Art, New York, the Smithsonian Institute, and Neue Sammlung, Munich. C-level executives and decision makers in frog's main target industries: mobile & communications; media & entertainment; health; consumer products); design community; business and design media in the US, Europe, and Asia. Table of Contents Foreword The Author Introduction Chapter 1: Design-Driven Strategy: Staking a Claim in the Creative Economy Chapter 2: True Lies: The Role of Leadership in Innovation Chapter 3: Designing to Win: The Creative Business Strategy Chapter 4:Minds Beat Money: The Innovation Process, Step by Step Chapter 5: A Business Design Revolution: The Greening of Planet, Inc Chapter 6: Design-Driven Strategies for Better Business-And a Better World Chapter 7: The Factories Epilogue Resources