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"Your relationships with your "smart" products are about to get a lot more personal. Think how commonplace it is now for people to ask Siri for the weather forecast, to deploy Roomba to clean their homes, and to summon Alexa to turn on the lights. The "smart home" market will reach $124 billion in the next five years on the promise of products that are truly integrated with our cooking, cleaning, entertainment, security, and hygiene habits. These...
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“This is Service Design Thinking” introduces an inter-disciplinary approach to designing services. Service design is a bit of a buzzword these days and has gained a lot of interest from various fields. This book, assembled to describe and illustrate the emerging field of service design, was brought together using exactly the same co-creative and user-centred approaches you can read and learn about inside. The boundaries between products and services...
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Whether it's sleek leather pants, a shiny new Apple computer, or a designer toaster, we make important decisions as consumers every day based on our sensory experience. Sensory appeals are everywhere, and they are intensifying, radically changing how Americans live and work. The twenty-first century has become the age of aesthetics, and whether we realize it or not, this influence has taken over the marketplace, and much more.
In this penetrating,...
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Corporate Creativity is the ultimate guide for executives and managers looking to increase creativity and innovation in their companies. This anthology of provocative essays, drawn from the pages of Design Management Review and Design Management Journal, explores personal, team, and organizational creativity, and it is packed with insights from the most respected names in the industry: Jeffrey Mauzy, Robert Rassmussen, Leonard Glick, Gerald Nadler,...
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Do you know what makes your customers tick? "CX That Sings" is about understanding your customers, how they view your brand, how they make choices, and how the customer experience shapes their purchase decisions. In this book, the author explains how to create the most useful research tool in business, the customer journey map.
6) The Jobs to Be Done Playbook: Align Your Markets, Organization, and Strategy Around Customer Needs
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Pub. Date
2020
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English
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"Jobs To Be Done is key to building successful products, and this book masterfully gives a step–by–step guide on how to put it into practice."
—Melissa Perri, author of Escaping the Build Trap
These days, consumers have real power: they can research companies, compare ratings, and find alternatives with a simple tap. Focusing on customer needs isn't a nice–to–have, it's
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This complete summary of the ideas from Michael Silverstein and Neil Fiske's book "Trading Up" shows that the tastes and preferences of American middle-market consumers are changing. More and more, they are becoming willing to "trade up" in some areas — to pay a premium price for products and services that provide a greater level of quality than typical mass market offerings. As a result, a new concept is emerging in the marketplace: "New-Luxury"....
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This complete summary of the ideas from Nir Eyal and Ryan Hoover's book "Hooked" provides the key to forming customer habits for your products and services. Getting your customers to use your product daily makes that product indispensable, providing significant benefits for your bottom line. To do this, companies are creating product hooks by following the Hook Model: trigger, action, rewards, investment.
Added-value of this summary:
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Thank you for your interest in this book. The "Easy Guide" series, is a series of books designed to help you get the foundation about a subject matter. Time is one of our most precious resources and as such it does not comeback, for that reason Joseph Anthony created this series. It is a series of small quick and easy to read and understand books, designed to give you a quick idea on a subject. Instead of spending a lot of time and money on a subject...
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This complete summary of the ideas from Ed Keller and Jon Berry's book "The Influentials" shows that, for most people, the first step in the buying process is to ask someone what they think, and then to test-drive those ideas and suggestions with others before making a purchase decision. Therefore, to forecast what direction consumer preferences will move in in the future, it isn't necessary to research the entire population. In their book, the authors...
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The must-read summary of Jack Trout and Steve Rivkin's book: "The New Positioning: The Latest on the World's #1 Business Strategy".
This complete summary of the ideas from Jack Trout and Steve Rivkin's book "The New Positioning" shows that "positioning" means to concentrate on an idea that defines the company and its products in the minds of consumers, and to avoid the temptation to try and be all things to everybody. In their book, the authors...
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For anyone who wants to learn the fundamentals of branding in an approachable way without poring over dense text or hiring an expensive consultant, Star Brands presents a unique model that offers structured guidance and professional tips for building, managing, and marketing any brand. Created by savvy brand manager Carolina Rogoll, the star brand model is a perfect intersection of solid marketing and management theory with an approachable, visually...
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Emotional Branding is the bestselling revolutionary business book that has created a movement in branding circles by shifting the focus from products to people. The "10 Commandments of Emotional Branding" have become a new benchmark for marketing and creative professionals, emotional branding has become a coined term by many top industry experts to express the new dynamic that exists now between brands and people. The emergence of social media, consumer...
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Pub. Date
2013
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We are now living in a world with over one hundred brands of bottled water. The United States alone is home to over 45,000 shopping malls. And there are more than 19 million customized beverage choices a barista can whip up at your local Starbucks. Whether it's good or bad, the real question is why we behave this way in the first place. Why do we telegraph our affiliations or our beliefs with symbols, signs, and codes?
Brand Thinking...
Brand Thinking...
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Brandjam, the follow-up to the groundbreaking best-seller Emotional Branding, presents a powerful new concept from renowned designer and business guru Mark Gobe. The Brandjam concept is about innovation, intuition, and risk. Gobe explains how design is the "instrument" companies can use for jazzing up a brand-how design puts the face on the brand and creates an irresistible message that connects buyers to the product in a visceral way. Using jazz...
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