INSIDE PRACTICES FOR OUTSIDE SUCCESS - OUTSIDE IDEAS FOR INSIDE SUCCESS

摘要

Why do some companies extract successful design results from their products and services, while others that claim to use design fall short? Employees of many of today's large companies know the basics of product design and design management, but only some have learned to use designers and design managers to achieve truly value-driven design. The authors suspect that much of the trouble lies with top management. GREAT DESIGN SELLS PRODUCTS. Just look at Beats by Dr. Dre headphones, which came on the scene in 2004 and quickly captured the market as the hip, trendy, and necessary way to listen to music. Rock music has always been about a rhythmic, captivating bass, and the Beats sound enhances the drive and energetic base of rock, hip-hop, and pop. Previous high-end headphones were tuned to produce an even sound across the music audio range and didn't provide a dramatic sound for pop music. Beats headphones do. With the pairing of a throbbing rhythm and an electric appearance, Beats gained 62 percent of the premium headphone market and 30 percent of the $1 billion-plus total US headphone market by 2014. The company was sold to Apple for $3 billion in 2014.