Become the Apple of Your Industry

  Become the Apple of Your Industry

John Edson, author of Design Like Apple proves that Apple’s approach to design
                                is achievable

Business Wire

HOBOKEN, N.J. -- July 10, 2012

Apple has made design cool. They see design as a tool for creating beautiful
experiences that surprise and delight, while they also convey a point of view
down to the smallest detail, from the tactile feedback of a keyboard to the
out-of-the-box experience of an iPhone package. Steve Jobs set the standard
that all products should be "insanely great." This is no accident; design is
infused in the culture at Apple.

Design Like Apple: Seven Principles For Creating Insanely Great Products,
Services, and Experiences ...

Design Like Apple: Seven Principles For Creating Insanely Great Products,
Services, and Experiences (Wiley; July 2012) (Photo: Business Wire)

The Apple organization understands how to create a hunger in customers and has
received the envy of businesses around the world. John Edson, a lecturer on
design at Stanford University and President of LUNAR, a leading global firm
based in Silicon Valley whose clients include Apple, HP, Cisco and dozens of
startups believes that companies should approach design just like Apple.

His new book, Design Like Apple: Seven Principles For Creating Insanely Great
Products, Services, and Experiences (WILEY; ISBN: 978-1-1182-9031-6; Hardcover
& E-book; $29.95)  uncovers lessons from Apple's method for product creation,
manufacturing, delivery, and customer experience. Readers will learn how
design can increase their competitive advantage by delivering beauty,
ingenuity, and charisma.

Edson explains, “Much of what you will read here is based on the insights and
experiences gleaned from my involvement in the design world, working with many
different clients, as well as my experiences interacting directly with Apple
and interviews with Apple veterans and industry leaders in design and
technology.”

Design Like Apple offers the following seven principles for CEOs, managers and
designers alike, so they can begin creating great products, services and
experiences:

  * One: Design Makes All The Difference - Beauty, ingenuity, and charisma
    create a unique competitive advantage
  * Two: Design The Organization - Nurture taste, talent, and a design culture
  * Three: The Product Is The Marketing - Great products sell themselves
  * Four: Design Is Systems Thinking - Product and context are one
  * Five: Design Out Loud - Prototype to perfection
  * Six: Design Is For People - Connect with your customer
  * Seven: Design with Conviction - Commit to a unique voice

Readers will also receive guidance on how to nurture taste, talent, and build
a culture of design at every level of an organization. It’s about helping
employees zoom out to view the big picture, see the relationships between
objects and the space around them, and understand a product's context so they
can design a compelling and infinitely useful system for customers.

John Edson’s motivation in writing Design Like Apple is simple, “to help
business people codify the advice we provide to our clients every day and to
help designers understand how to broaden their roles inside business.”

When asked why he wrote this book, Edson replies, “I wrote this book to
champion design and to encourage everyone in an organization to appreciate the
power of design and to use it as Steve Jobs did at Apple, to create “insanely
great” products and attain outrageous business results.”

Edson acknowledges that Apple is successful not for who Steve Jobs was, but
rather because he positioned design at the center of the organization.
Bridging creativity and commerce, Design Like Apple shows readers in all
fields how to become the Apple of their industry.

Read an excerpt here.

ABOUT THE AUTHOR:

John Edson is President of LUNAR, a leading global design firm whose clients
have included Apple, HP, Cisco, Motorola, Philips, and dozens of startups. He
is an expert blogger for Fast Company and a lecturer on design at Stanford
University. Together with its clients' teams, LUNAR designed the first Apple
laptop, the PowerBook 100, the Oral-B CrossAction toothbrush, and the HP
TouchSmart computer among a portfolio of other award-winning and
market-defining products.

For more information, visit www.lunar.com and www.designlikeapple.com

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Contact:

To schedule an interview or request a review copy, contact:
WILEY
Heather Condon, 201-748-6017
hcondon@wiley.com
or
BigPicture PR
Amy Cunha, 415-362-2085
amy@bigpicpr.com