Editor’s Note: I’ve read and reviewed many, many books in the past few years. Over the next week or so, I will be sharing reviews with our readers of the books which, while they may be older, in my opinion, the information their pages contain is still relevant to today’s world – and in some cases may have been predictive of current times.
Design of Things To Come-How Ordinary People Create Extraordinary Products
Authors: Craig M. Vogel, Jonathan Cagan, Peter Boatwright
Hardcover: 272 pages
Publisher: Wharton School Publishing June 18 2005
Design of Things To Come is a must-read for anyone involved in business. This book not only goes through the innovative process, it covers other important information such as the wide variety of trademarks, from logos to trade dress. The authors have put this book together, and shared their knowledge in such a way that the principles they discuss can be used by practically any business to grow its market share.
This is the type of quality book I have come to expect from Wharton School Publishing, and one that I will make use of for many years to come. As a business owner, I was pleased to see many of the processes I have been doing correctly, as well as seeing many areas where we could improve – and the many ways in which they could be improved. The book is in no way overly-repetitive, and is written so well that it does not need an ample supply of diagrams to illustrate what the authors are trying to say.
Every page of Design of Things To Come contains useful information, and outlines innovative practices which can be easily adapted to the business at hand. The authors, in my opinion, have produced a goldmine for those of us who want to push our companies forward to the next level and beyond. Their advice on team building, motivation and rewards is invaluable. This is especially important for companies such as mine, which are globally situated and depend heavily on team work. This book also served to remind me of marketing and research practices I had learned way back in school, but had pushed into the background. Design of Things To Come has enabled me to get a lot of my primary focus back and work towards realigning, restating, and in some cases redeveloping areas of my business which were falling through the cracks.
I read this book through, from preface to index not once but twice, searching out tips and ideas I may have missed the first time. I know I will be reading through this book again, especially those areas I’ve marked as being of vital importance, such as target market motivation for wanting to use our products. Design of Things To Come is a book I would recommend to anyone (except the competition) who wants to better understand not only their innovation teams, but the buying public. Whether your product is for the general market or business to business, Design of Things To Come will help lead your company along a long and profitable path to success.