An older presentation of mine about the strategic importance of design, how it helps communication, positioning and enhances experience. It's much more that a skin or some sauce to make products look good.

1. v

2. Indifference kills

5. …if you define your business
as laminated locks, by god,
that’s the market you’re
going to compete in!
- John Heppner, Masterlock CEO

9. +$11!

12. To
Simply
Delight You
Every day ?

13. Don’t settle
DON’TSETTLE

14. Get Emotional

16. Conclusions ACTION

33. Basic coffee
• Meets a need
• Low margins

34. Easy coffee
• Easy to use
• Meets a need
• Medium margins

35. Sexy coffee
• Emotionally pleasing
• Easy to use
• Meets a need
• Good margins!

36. Groundbreaking coffee
• Changes behavior!
• Emotionally pleasing
• Easy to use
• Meets a need
• Solid gold!

38. Active advocacy

42. Design Summit
27-10-2005 – 28-10-2005
NH Hotel Amsterdam