The Soul of Design

Harnessing the Power of Plot to Create Extraordinary Products

Business & Finance, Economics
Cover of the book The Soul of Design by Robert Austin, Lee Devin, Stanford University Press
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Robert Austin, Lee Devin ISBN: 9780804784962
Publisher: Stanford University Press Publication: September 5, 2012
Imprint: Stanford Business Books Language: English
Author: Robert Austin, Lee Devin
ISBN: 9780804784962
Publisher: Stanford University Press
Publication: September 5, 2012
Imprint: Stanford Business Books
Language: English

What makes the Apple iPhone cool? Bang & Olufsen and Samsung's televisions beautiful? Any of a wide variety of products and services special? The answer is not simply functionality or technology, for competitors' products are often as good.

The Soul of Design explores the uncanny power of some products to grab and hold attention—to create desire. To understand what sets a product apart in this way, authors Lee Devin and Robert Austin push past personal taste and individual response to adopt a more conceptual approach. They carefully explore the hypothesis that there is something within a "special" product that makes it—well, special. They argue that this je ne sais quoi arises from "plot"—the shape that emerges as a product or service arouses and then fulfills expectations. Marketing a special product is, then, a matter of helping its audience perceive its plot and comprehend its qualities.

Devin and Austin provide keys to understanding why some products and services stand out in a crowd and how the companies that make them create these hits. Part One of the book introduces the authors' definition of plot in this context; Part Two breaks down the components needed to build a plot; Part Three describes what makes a plot coherent; Part Four takes on the challenges of making coherent products and services attractive to consumers. Part Four also presents detailed casework, which shows how innovators and makers have successfully brought special products to market.

Readers will come away with a sensible and clear approach to conceiving of artful products and services. This book will help managers and designers think about engaging with plot, taking aesthetic factors into account to provide consumers with more special things.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

What makes the Apple iPhone cool? Bang & Olufsen and Samsung's televisions beautiful? Any of a wide variety of products and services special? The answer is not simply functionality or technology, for competitors' products are often as good.

The Soul of Design explores the uncanny power of some products to grab and hold attention—to create desire. To understand what sets a product apart in this way, authors Lee Devin and Robert Austin push past personal taste and individual response to adopt a more conceptual approach. They carefully explore the hypothesis that there is something within a "special" product that makes it—well, special. They argue that this je ne sais quoi arises from "plot"—the shape that emerges as a product or service arouses and then fulfills expectations. Marketing a special product is, then, a matter of helping its audience perceive its plot and comprehend its qualities.

Devin and Austin provide keys to understanding why some products and services stand out in a crowd and how the companies that make them create these hits. Part One of the book introduces the authors' definition of plot in this context; Part Two breaks down the components needed to build a plot; Part Three describes what makes a plot coherent; Part Four takes on the challenges of making coherent products and services attractive to consumers. Part Four also presents detailed casework, which shows how innovators and makers have successfully brought special products to market.

Readers will come away with a sensible and clear approach to conceiving of artful products and services. This book will help managers and designers think about engaging with plot, taking aesthetic factors into account to provide consumers with more special things.

More books from Stanford University Press

Cover of the book The Case of Mistress Mary Hampson by Robert Austin, Lee Devin
Cover of the book The Fringes of Belief by Robert Austin, Lee Devin
Cover of the book Proxy Warriors by Robert Austin, Lee Devin
Cover of the book The Civil Law Tradition by Robert Austin, Lee Devin
Cover of the book Yoritomo and the Founding of the First Bakufu by Robert Austin, Lee Devin
Cover of the book Culture and Commerce by Robert Austin, Lee Devin
Cover of the book The Good Life by Robert Austin, Lee Devin
Cover of the book Counterfeit Capital by Robert Austin, Lee Devin
Cover of the book Organizing for Reliability by Robert Austin, Lee Devin
Cover of the book The Power of Economists within the State by Robert Austin, Lee Devin
Cover of the book The Wizards of Armageddon by Robert Austin, Lee Devin
Cover of the book Judging Bush by Robert Austin, Lee Devin
Cover of the book Europe, or The Infinite Task by Robert Austin, Lee Devin
Cover of the book Elusive Lives by Robert Austin, Lee Devin
Cover of the book Concerning the Spiritual—and the Concrete—in Kandinsky’s Art by Robert Austin, Lee Devin
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy