Apple's PowerBook computer. Gillette's Sensor razor. Reebok's Pump sneaker. Motorola's MicroTac cellular phone. Chrysler's LH cars. IBM's ThinkPad notebook computer. Different products, different markets, yet they're all wild commercial successes with one thing in common: smart industrial design. Leveraging the power of design is one of the hottest strategic games being played today. A handful of smart companies are making industrial design one of their core competencies and are using it to drive their entire product-development process, sharply increasing their chances of generating hit products--the kind of billion-dollar winners that make companies excel.
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