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Design Is How It Works: How the Smartest Companies Turn Products into Icons
"It's not just what it looks like and feels like. Design is how it works."-Steve Jobs
There's a new race in business to embrace "design thinking." Yet most executives have no clue what to make of the recent buzz about design. It's rarely the subject of business retreats. It's not easily measurable. To many, design is simply a crapshoot.
Drawing on interviews with top executives such as Virgin's Richard Branson and Nike's Mark Parker, Jay Greene illuminates the methods of companies that rely on design to stand out in their industries. From the experiences of those at companies from Porsche to REI to Lego, we learn that design isn't merely about style and form. The heart of design is rethinking the way products and services work for customers in real life. Greene explains
-Porsche pit its designers against each other to create its bestselling Cayenne SUV
-Clif listened intently to customers, resulting in the industry-changing Luna energy bar
-OXO paid meticulous attention to the details, turned its LiquiSeal mug from an abysmal failure into one of its greatest successes
-LEGO started saying no to its designers-saving its brick business in the process
Greene shows how important it is to build a culture in which design is more than an after-the-fact concern-it's part of your company's DNA. Design matters at every stage of the process. It isn't easy, and it increases costs, but it also boosts profits, sometimes to a massive extent. In an increasingly competitive marketplace, design represents the best chance you have of transcending your competitors.
There's a new race in business to embrace "design thinking." Yet most executives have no clue what to make of the recent buzz about design. It's rarely the subject of business retreats. It's not easily measurable. To many, design is simply a crapshoot.
Drawing on interviews with top executives such as Virgin's Richard Branson and Nike's Mark Parker, Jay Greene illuminates the methods of companies that rely on design to stand out in their industries. From the experiences of those at companies from Porsche to REI to Lego, we learn that design isn't merely about style and form. The heart of design is rethinking the way products and services work for customers in real life. Greene explains
-Porsche pit its designers against each other to create its bestselling Cayenne SUV
-Clif listened intently to customers, resulting in the industry-changing Luna energy bar
-OXO paid meticulous attention to the details, turned its LiquiSeal mug from an abysmal failure into one of its greatest successes
-LEGO started saying no to its designers-saving its brick business in the process
Greene shows how important it is to build a culture in which design is more than an after-the-fact concern-it's part of your company's DNA. Design matters at every stage of the process. It isn't easy, and it increases costs, but it also boosts profits, sometimes to a massive extent. In an increasingly competitive marketplace, design represents the best chance you have of transcending your competitors.
- GenresDesignBusinessNonfiction
240 pages, Hardcover
First published June 9, 2010
19 people are currently reading
210 people want to read
About the author
Jay Greene
1 book1 followerFor nearly three decades, Jay Greene has written about some of the most important companies, business trends and top executives in the world. He is currently a reporter with The Wall Street Journal. From 2000 to 2009, he served as BusinessWeek’s Seattle bureau chief, overseeing the magazine’s coverage in the Pacific Northwest. Greene has focused on technology, and regularly interviews some of the industries most prominent executives including Bill Gates and Jeff Bezos.
Writing about technology gave Greene the opportunity to cover design just as it was emerging as a one of the key business strategies of the 21st Century, a way for businesses to differentiate themselves from increasingly commoditized rivals. He traveled to Europe to learn about the creative process at the high-end consumer electronics firm, Bang & Olufsen, and visited Nike’s Innovation Kitchen to learn the recipe for making its much sought-after shoes.
That reporting led Greene to write his first book, Design Is How It Works, a look at the innovation process at such companies as Virgin Atlantic, Nike and Lego. His reporting shows that the best design isn’t merely about style and form. It’s about the way products and services work. Greene explains how the smartest companies place a premium on design because it helps them intuit what customers want often before customers even know they want it.
In February 2016, Greene joined The Wall Street Journal as a reporter. He's also written for The Seattle Times, CNET, The Orange County Register, Variety, The Plain Dealer in Cleveland, The Daily News in Los Angeles, and The Press Enterprise in Riverside, California.
Greene won the 2013 Best in Business Award for explanatory journalism from the Society of American Business Editors and Writers for a series he wrote for CNET about the life cycle of an iPhone. In 2006, he shared with colleagues at BusinessWeek the Clarion Award, sponsored by the Association for Women in Communications, for articles on the clash of evangelicalism and Corporate America. And in 1997, Greene won the Missouri School of Journalism’s Lifestyles Journalism Award, a consumer affairs reporting prize, for leading a team of reporters at The Orange County Register on a five-day series about the business of gathering and selling personal information.
In 2014, the City University of New York's journalism school awarded Greene one of the first McGraw Fellowships for Business Journalism. And in 2015, Greene won an Immigration Journalism Fellowship from the French-American Foundation.
Greene received a Master of Science degree with a concentration in business and political reporting from Columbia University’s Graduate School of Journalism in New York. He received a Bachelor of Arts degree from Macalester College in St. Paul, Minnesota, and studied English and Irish literature at Cambridge University in Cambridge, England.
Writing about technology gave Greene the opportunity to cover design just as it was emerging as a one of the key business strategies of the 21st Century, a way for businesses to differentiate themselves from increasingly commoditized rivals. He traveled to Europe to learn about the creative process at the high-end consumer electronics firm, Bang & Olufsen, and visited Nike’s Innovation Kitchen to learn the recipe for making its much sought-after shoes.
That reporting led Greene to write his first book, Design Is How It Works, a look at the innovation process at such companies as Virgin Atlantic, Nike and Lego. His reporting shows that the best design isn’t merely about style and form. It’s about the way products and services work. Greene explains how the smartest companies place a premium on design because it helps them intuit what customers want often before customers even know they want it.
In February 2016, Greene joined The Wall Street Journal as a reporter. He's also written for The Seattle Times, CNET, The Orange County Register, Variety, The Plain Dealer in Cleveland, The Daily News in Los Angeles, and The Press Enterprise in Riverside, California.
Greene won the 2013 Best in Business Award for explanatory journalism from the Society of American Business Editors and Writers for a series he wrote for CNET about the life cycle of an iPhone. In 2006, he shared with colleagues at BusinessWeek the Clarion Award, sponsored by the Association for Women in Communications, for articles on the clash of evangelicalism and Corporate America. And in 1997, Greene won the Missouri School of Journalism’s Lifestyles Journalism Award, a consumer affairs reporting prize, for leading a team of reporters at The Orange County Register on a five-day series about the business of gathering and selling personal information.
In 2014, the City University of New York's journalism school awarded Greene one of the first McGraw Fellowships for Business Journalism. And in 2015, Greene won an Immigration Journalism Fellowship from the French-American Foundation.
Greene received a Master of Science degree with a concentration in business and political reporting from Columbia University’s Graduate School of Journalism in New York. He received a Bachelor of Arts degree from Macalester College in St. Paul, Minnesota, and studied English and Irish literature at Cambridge University in Cambridge, England.
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Displaying 1 - 21 of 21 reviews
September 7, 2015
I was browsing the books at BookXcess Amcorp Mall and found this book. The book design is not attractive, yet the subtle logos of companies arrayed in grey on the cover grabbed my attention. I read the inner sleeve and skimmed through the chapters; I think I have to get this one.
And I'm glad I took it home with me.
The introduction is gripping, and got my attention. The title itself is taken from a quote by the late Steve Jobs. Befittingly.
The chapters are based on each companies being portrayed; and what's interesting is about the stories behind their product development, idea, how they got to the masses, and how they achieve cult status even.
Reading the book is a little bit like reading an anthology of short stories. It's a page turner and I can't seem to put it down. Evidently, I finished this book in less than a week (the fastest for me so far). However, the previous chapters were reiterated in the later ones to give relevance, build up strength and to bind the points being driven by the author. You may read the chapters by itself although you'd be itching to know what was being discussed about in the earlier ones should you decided to start from the middle.
However, the very last chapter slowed me down a bit. Albeit, it is still interesting as Jay does have some more stories embedded in there too.
Overall, I love this book. Perhaps because it gives some inside scoop, stories from the names that I know and can relate to. Perhaps also for the positive tone of the whole book.
And I'm glad I took it home with me.
The introduction is gripping, and got my attention. The title itself is taken from a quote by the late Steve Jobs. Befittingly.
The chapters are based on each companies being portrayed; and what's interesting is about the stories behind their product development, idea, how they got to the masses, and how they achieve cult status even.
Reading the book is a little bit like reading an anthology of short stories. It's a page turner and I can't seem to put it down. Evidently, I finished this book in less than a week (the fastest for me so far). However, the previous chapters were reiterated in the later ones to give relevance, build up strength and to bind the points being driven by the author. You may read the chapters by itself although you'd be itching to know what was being discussed about in the earlier ones should you decided to start from the middle.
However, the very last chapter slowed me down a bit. Albeit, it is still interesting as Jay does have some more stories embedded in there too.
Overall, I love this book. Perhaps because it gives some inside scoop, stories from the names that I know and can relate to. Perhaps also for the positive tone of the whole book.
March 9, 2011
Certainly business books like this come pre-packaged with a distinct POV (which usually—hopefully–is clear in the title). So no Sherlock skills are necessary to know that this book showcases B2C companies which have thrived because the design of their products is both appealing and hews to the form follows function value.
A fair amount of this book is comprised of the usual suspects: Nike, Porsche, Virgin. Steve Jobs and Apple pop up often enough in the text to be the MC for the evening (it is a quick read). The author’s primary point is that these companies have succeeded because design is tied to consumers’ usage. He argues compellingly that design is both central to the creative and manufacturing process as well as the determining factor in win/lose. Overall, though, the selection is a fair one…and you probably could come up with another group on your own, like this: Patagonia, Levi, Salsa Cycles, Icebreaker Clothing. As this second list reflects, maybe experiential R&D is more important for outdoor products than maybe kitchen fixtures or lawn mowers; because if it doesn’t hold up in the wilderness, you can quickly become lost, hurt or MIA.
What I enjoyed the most about were the chapters on REI and Clif Bar, once again, because they are near and dear to the outdoor marketplace, adrenaline enthusiasts and our books. In both cases, hands-on in-the-field development pushes their product design, not a graphic designer perched at a Mac. They’re both brilliant operations and it’s good to see them get time in the spotlight.
The big plus was the profile of Ace Hotels, which I hadn’t heard of before, but after reading this, I was so intrigued that I stayed there last week when in Seattle…and it was perfect. Clean, contemporary, and a nice cross between a hostel and a hotel…soft on the wallet, long on vibe. When not bunking on someone’s couch, Ace is definitely my first choice for overnights.
A fair amount of this book is comprised of the usual suspects: Nike, Porsche, Virgin. Steve Jobs and Apple pop up often enough in the text to be the MC for the evening (it is a quick read). The author’s primary point is that these companies have succeeded because design is tied to consumers’ usage. He argues compellingly that design is both central to the creative and manufacturing process as well as the determining factor in win/lose. Overall, though, the selection is a fair one…and you probably could come up with another group on your own, like this: Patagonia, Levi, Salsa Cycles, Icebreaker Clothing. As this second list reflects, maybe experiential R&D is more important for outdoor products than maybe kitchen fixtures or lawn mowers; because if it doesn’t hold up in the wilderness, you can quickly become lost, hurt or MIA.
What I enjoyed the most about were the chapters on REI and Clif Bar, once again, because they are near and dear to the outdoor marketplace, adrenaline enthusiasts and our books. In both cases, hands-on in-the-field development pushes their product design, not a graphic designer perched at a Mac. They’re both brilliant operations and it’s good to see them get time in the spotlight.
The big plus was the profile of Ace Hotels, which I hadn’t heard of before, but after reading this, I was so intrigued that I stayed there last week when in Seattle…and it was perfect. Clean, contemporary, and a nice cross between a hostel and a hotel…soft on the wallet, long on vibe. When not bunking on someone’s couch, Ace is definitely my first choice for overnights.
July 29, 2018
For those looking for the secrets of how a company becomes more than just product, be prepared to look elsewhere. Greene is great at telling you a company’s story, but beyond that, there is little else of substance.
February 27, 2018
Interesants ieskats kompānijās, kuras rada lietas pašu vajadzībām un ērtībām, un pārvērš to par biznesu.
April 3, 2022
Nice profile of some companies you know and love. Little dated. Reads more like a magazine article.
January 19, 2011
I first came to know about Jay Greene when I read an op-ed piece penned by him in The Wall Street Journal, in which he talked about how the iPhone 4's "Antennagate" problem would not cause Apple harm in the long run because Apple is a design-driven company. I later wrote an editorial piece in which I linked to his op-ed, and he subsequently contacted me and had his publisher send me a review copy of this book.
Design is How It Works walks the reader through a series of vignettes about how various successful firms have a culture of good design that, it turns out, is the foundation of their success. Each company's story builds upon lessons the reader picked up in reading an earlier story; though the stories more or less stand on their own, there are references to already-established concepts throughout later stories.
One of the first things that the reader learns from this book is that "design" is about far more than just what a consumer product looks like. It's about understanding how users interact with it, and meeting (sometimes anticipating) those users' needs.
I'm not an expert in energy bars, sneakers, or airlines, but I know about the auto industry, and Greene's first chapter covers Porsche's design. In that chapter, I feel that he gives the German sports-car maker too much of a free pass on the Cayenne SUV. Sure, it kind of looks like what a Porsche SUV would look like if you imagined such a creation: basically, an SUV with giant low-profile tires, round headlights, and fender tops that sit higher than the plane that the hood establishes. There's little conceptual purity in the Cayenne's design (either its actual appearance, or its design in the larger sense), and it's hard to reconcile the notion that a company that makes small, light, powerful sports cars also sells an off road-capable SUV that is everything those other cars are not.
Greene does note the fairly-recent acquisition of Porsche by Volkswagen, which happened only after Porsche's attempt to buy Volkswagen was foiled by the financial crisis. Does it really make sense, however, to call a company that bungled an ill-advised takeover attempt one of the "smartest companies?" Porsche miscalculated so badly in its attempt to acquire VW that the prey became the predator, and VW swallowed Porsche instead.
Without the benefit of knowing more than Jay Greene's description of the way the other companies in the book are run, it's hard to tell whether he's giving an accurate assessment of them, or whether he's been fed the firms' PR lines about how successful they are. Still, the book was an enjoyable read, and gave me additional insight into the meaning of design. Not a bad book for someone interested in the business world, and it's a pretty fast read.
Design is How It Works walks the reader through a series of vignettes about how various successful firms have a culture of good design that, it turns out, is the foundation of their success. Each company's story builds upon lessons the reader picked up in reading an earlier story; though the stories more or less stand on their own, there are references to already-established concepts throughout later stories.
One of the first things that the reader learns from this book is that "design" is about far more than just what a consumer product looks like. It's about understanding how users interact with it, and meeting (sometimes anticipating) those users' needs.
I'm not an expert in energy bars, sneakers, or airlines, but I know about the auto industry, and Greene's first chapter covers Porsche's design. In that chapter, I feel that he gives the German sports-car maker too much of a free pass on the Cayenne SUV. Sure, it kind of looks like what a Porsche SUV would look like if you imagined such a creation: basically, an SUV with giant low-profile tires, round headlights, and fender tops that sit higher than the plane that the hood establishes. There's little conceptual purity in the Cayenne's design (either its actual appearance, or its design in the larger sense), and it's hard to reconcile the notion that a company that makes small, light, powerful sports cars also sells an off road-capable SUV that is everything those other cars are not.
Greene does note the fairly-recent acquisition of Porsche by Volkswagen, which happened only after Porsche's attempt to buy Volkswagen was foiled by the financial crisis. Does it really make sense, however, to call a company that bungled an ill-advised takeover attempt one of the "smartest companies?" Porsche miscalculated so badly in its attempt to acquire VW that the prey became the predator, and VW swallowed Porsche instead.
Without the benefit of knowing more than Jay Greene's description of the way the other companies in the book are run, it's hard to tell whether he's giving an accurate assessment of them, or whether he's been fed the firms' PR lines about how successful they are. Still, the book was an enjoyable read, and gave me additional insight into the meaning of design. Not a bad book for someone interested in the business world, and it's a pretty fast read.
May 17, 2024
i love knowing stufffff, lots of stuff to know. and I don’t love being a fan girl but if I would be a fan girl for any brands, it would be the ones in this book. ESPECIALLY Virgin America, my dearest defunct airline. love knowing how things work
September 27, 2015
This book is meant for non-designers who want to understand the competitive advantage design can offer beyond aesthetics. All cases presented in the book touch on companies that use design thinking and/or service design to strengthen their brand, strengthen communities of practice around their products, or drive innovation.
This was a really interesting book to read for several reasons:
- I got caught up on interesting brands and their innovation strategies outlined by the book. I have had a low level of brand awareness of some of these companies e.g. Clif, REI, ACE Hotels, and OXO (not having lived in the US since 2006).
- Several cases move from reaching new communities to creating communities. Nike not only reached the skate community by listening, but they also created communities through service design, e.g. Nike+ ecosystem.
- The founding stories of many cases started from founders designing for themselves in response to a pain point and creating companies whose employees are also users and champions of their brand. Friction points or as an insider to a niche community are a good starting points for innovation because of the deep understanding already in place.
Greene also outlines challenges and threats to companies that have failed or may fail to remain true to their vision. LEGO just reconnected to customers. Will Ace Hotels be able to successfully scale their operation while remaining true to their original vision?
This supports my belief that design is a holistic endeavor and that innovation and learning must be a continuous process. Strategies and factors I identified from the case studies: products for niche communities, products in response to pain points, company culture built around niche communities, service/experience design, and innovation model.
This was a really interesting book to read for several reasons:
- I got caught up on interesting brands and their innovation strategies outlined by the book. I have had a low level of brand awareness of some of these companies e.g. Clif, REI, ACE Hotels, and OXO (not having lived in the US since 2006).
- Several cases move from reaching new communities to creating communities. Nike not only reached the skate community by listening, but they also created communities through service design, e.g. Nike+ ecosystem.
- The founding stories of many cases started from founders designing for themselves in response to a pain point and creating companies whose employees are also users and champions of their brand. Friction points or as an insider to a niche community are a good starting points for innovation because of the deep understanding already in place.
Greene also outlines challenges and threats to companies that have failed or may fail to remain true to their vision. LEGO just reconnected to customers. Will Ace Hotels be able to successfully scale their operation while remaining true to their original vision?
This supports my belief that design is a holistic endeavor and that innovation and learning must be a continuous process. Strategies and factors I identified from the case studies: products for niche communities, products in response to pain points, company culture built around niche communities, service/experience design, and innovation model.
September 6, 2013
This book was a quick read. Having picked this up in a sale for almost nothing, I had no expectations from it. All I wanted to know was how various companies think good design contributes to their success. For most part this book does it. It was an enjoyable read but Author's Research and presentation wasn't up to the mark. There were very few times when I actually felt that Author presented to me something new on the topic of design.
Author had a slightly different take on how each company defines Design. Instead of concentrating more on Design process of individual products, Jay Greene concentrates on the history of each company and some of their marketing campaigns. Although I do understand that Marketing is a very important part of the process, but that is not the reason why I had chosen to read this book.
Although I found individual stories about each company interesting, I was disappointed with the lack of depth and focus of Author on the main topic of the book. In the end, I liked the conclusion of the book and I would've liked this book better if Author had written other chapters of the book of the same quality. I would say this was an average book.
Author had a slightly different take on how each company defines Design. Instead of concentrating more on Design process of individual products, Jay Greene concentrates on the history of each company and some of their marketing campaigns. Although I do understand that Marketing is a very important part of the process, but that is not the reason why I had chosen to read this book.
Although I found individual stories about each company interesting, I was disappointed with the lack of depth and focus of Author on the main topic of the book. In the end, I liked the conclusion of the book and I would've liked this book better if Author had written other chapters of the book of the same quality. I would say this was an average book.
September 23, 2010
A quick little two-hour read, this book tells the stories of a handful of successful and unique companies. I'd hate to spoil the twist ending for you, but it turns out that these businesses share a couple key ideas: they make things they themselves want; they let the obsessive hardcore in their respective markets help them; they focus heavily on design to delight with the little details.
The stories are interesting and concise, but the incredibly breezy prose made it hard for me to take the author seriously. More troubling, once a few companies were introduced, Mr. Greene takes several breaks in each chapter to say "oh, now that sounds familiar, doesn't it?"—sometimes almost verbatim. I'm not sure who the intended audience is, but I don't need the not-at-all-subtle conclusions drawn for me, thanks.
The stories are interesting and concise, but the incredibly breezy prose made it hard for me to take the author seriously. More troubling, once a few companies were introduced, Mr. Greene takes several breaks in each chapter to say "oh, now that sounds familiar, doesn't it?"—sometimes almost verbatim. I'm not sure who the intended audience is, but I don't need the not-at-all-subtle conclusions drawn for me, thanks.
December 7, 2010
Really enjoyed this book. I like how it was not "preachy" and it really showcased each different company and high-lighted there differences and showed their strengths in their particular industry. I like how they showcased how big companies today, started off small to solve for a niche item or for a personal reason. Interesting how Porsche does not have formal review/big group reviews for new design ideas. The Ace Hotels info was fascinating in how they balance using local flavor with making their own decorations/furniture. I recommend this book for a good read or up and coming designers or those interested in design.
March 2, 2013
I found the stories behind the companies and products featured in the book interesting. Many of them are lore at this point but a good story is a good story and the extra details filled them out.
My only significant complaint is regarding the style of writing. The book is aware that it's a "book" and the repeated asides ("This concept should be familiar by now.", "as we saw with Nike and REI before..") made it feel dumbed down. When a concept is repeated over and over throughout the book, pointing it out repeatedly is unnecessary. This doesn't get in the way of the valuable lessons, but it's annoying.
My only significant complaint is regarding the style of writing. The book is aware that it's a "book" and the repeated asides ("This concept should be familiar by now.", "as we saw with Nike and REI before..") made it feel dumbed down. When a concept is repeated over and over throughout the book, pointing it out repeatedly is unnecessary. This doesn't get in the way of the valuable lessons, but it's annoying.
October 7, 2012
This book is a sprawling series of case studies.
The authors hope is that each study builds on the other, compounding with a climax that encourages people to broaden their perspective on design.
This book accomplishes that, sadly not much more.
Interesting and on the whole well written. It is incomplete as a standalone work. Jay Greene may have accidentally invented the genre of absurdist business writing.
(in retrospect, knocking off a star, this is more like a two star book)
The authors hope is that each study builds on the other, compounding with a climax that encourages people to broaden their perspective on design.
This book accomplishes that, sadly not much more.
Interesting and on the whole well written. It is incomplete as a standalone work. Jay Greene may have accidentally invented the genre of absurdist business writing.
(in retrospect, knocking off a star, this is more like a two star book)
November 30, 2010
It's a quick read but worthwhile. A little light so there is not a lot to follow up on, but still some good thinking about the idea of how design -- that is, the whole experience of how something works -- is critical to the overall experience. For sure I wish all airlines would read the chapter on Virgin....
November 10, 2016
The design of background makes me confuse about the quality of the content. However, fortunately I decide to borrow this book.
Maybe some stories which can not remind you anything about what you learn at school, including how you should design a logo or a brand image or how you apply their story into your business, but I make sure it is one the most creative books for marketer.
Maybe some stories which can not remind you anything about what you learn at school, including how you should design a logo or a brand image or how you apply their story into your business, but I make sure it is one the most creative books for marketer.
January 6, 2011
As other commenters have already pointed out, decent ideas and interesting stories about how other companies have turned themselves around but light on content which leads to obvious and redundant conclusions from each chapter.
Quick read at best.
Quick read at best.
July 28, 2013
This books explains about how different companies have really turned their misfortune into bucks with the help of design.
The author has really taken good account of each and every individual companies into account and revealed many secrets within the companies.
The author has really taken good account of each and every individual companies into account and revealed many secrets within the companies.
November 22, 2011
ทำให้เห็นว่าการออกแบบไม่ได้อยู่ที่รูปลักษณ์เท่านั้น
แต่สามารถสอกแทรกได้ทุกส่วนของงาน
มันไม่มีอะไรเป็นสูตรสำเร็จตายตัว
มันอาจดีสำหรับงานหนึ่ง แต่อาจไม่ดีสำหรับอีกงานก็ได้
แต่สามารถสอกแทรกได้ทุกส่วนของงาน
มันไม่มีอะไรเป็นสูตรสำเร็จตายตัว
มันอาจดีสำหรับงานหนึ่ง แต่อาจไม่ดีสำหรับอีกงานก็ได้
January 6, 2015
This book is a quick read some of it the stories are very familiar but it probably has a more 'company history' storytelling that talking about how design is how it works.
January 20, 2016
Good, readable stories that focus on the design approach behind some the world's most successful brands
June 2, 2016
Worth reading to understand how great products come about
loved the saying: necessity is the mother of expediency. obsession is the mother of invention
loved the saying: necessity is the mother of expediency. obsession is the mother of invention
Displaying 1 - 21 of 21 reviews