August 13, 2010

News & Opinion: Predictable Magic

By: Dylan Schleicher @ 2:02 PM – Filed under: Management & Workplace Culture

What thoughts come to mind when you hear 'Design Strategy?' On the surface, it implies the shape, color, dimension, and placement of objects, but actually, it defines how emotional connections are managed through business. Sound like a big jump?

In Predictable Magic: Unleash the Power of Design Strategy to Transform Your Business, authors Deepa Prahalad and Ravi Sawhney discuss "Psycho Aesthetics" - how people emotionally engage in a situation. From products to interaction with a company, users have an experience, and that experience can help the company grow, or contribute to its downfall. On this level, it's clear that design is about much more than how something looks. As the authors explain in researched detail, design can create meaning, engage interactivity, and develop new opportunities. It's a fascinating study on what a company does, how it's managed and lead, and how to do all those things better through design strategy. Read this book and find your golden egg.

About Dylan Schleicher

Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.