FC - Masters of Design - Page 1 of 3 Masters of Design No...

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Masters of Design No matter what you do for a living, design matters. Meet and learn from 20 visionary men and women who are using design to create not just new products, but new ways of working, leading, and seeing. From: Issue 83 June 2004, Page 61 By: Bill Breen Photographs by: Dan Winters URL: http://www.fastcompany.com/magazine/83/mod.html In the Fast Company view of how companies innovate and compete, design matters. It has always mattered. As we launched the magazine in November 1995, fast companies were beginning to understand that they fashioned products not for retailers, but for the people who would actually use them. Steelcase, Apple, and Samsung--by creating a new generation of cool, human-centered wares--made the consumer their customer. Design was the differentiator, the thing that helped them show they "got it." They understood that relationships between companies and their customers were changing, that the nature of work was changing, that business itself was changing. Design mattered. It mattered, too, on an individual level. A new informality in work clothes signaled that the era of the Man in the Gray Flannel Suit was over. The look and feel of the tech tools we adopted--from cell phones to laptops to the Internet itself, heralded a new way of working that was open and collaborative. And more than a few cool companies rejected the Dilbertized view of a bland-on-bland workplace and created environments that were fresh and authentic. And now, nearly nine years after Fast Company 's debut, we're as passionate and committed as ever to design-- not least because design matters now more than ever. Most companies understand that a product must be more than the sum total of its functioning parts--because today's customer first experiences a product through its design. Whether it's Jonathan Ive's iPod or Tom Ford's final collection for Gucci, a product must speak to a customer's emotions--and emotions are sparked by design. And so design, when it is done well, is deeply rooted
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FC - Masters of Design - Page 1 of 3 Masters of Design No...

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