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Strategy Comes Before Design

Strategy Comes Before Design

Lifescan OneTouch (1996)

Lifescan's vision was to simplify life for people with diabetes. The company's key idea was to integrate blood sample collection with glucose level readings, and then to provide advice for treatment. Easy-to-use handling and navigation were vital.

Hartmut Esslinger's Innovation Lesson: "Lead with strategy. Support with design. As businesses adapt to meet new market needs and opportunities, strategy must lead, design must contribute."