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This book is dedicated to designers who dare to be entrepreneurs, and entrepreneurs who want to harness the power of design.
Page 4 and 5: Prologue Chapter Chapter Chapter
Page 6 and 7: Since this is a book about breaking
Page 8 and 9: At least it felt like magic to me,
Page 10 and 11: PROLOGUE - PLAYING FOR REAL 10
Page 12 and 13: Steve’s daughter - the next gener
Page 14 and 15: The Way To Design 14
Page 16 and 17: From the cover of Koberg & Bagnall
Page 18 and 19: models. Nor has there ever been mor
Page 20 and 21: of millions to build in-house desig
Page 22 and 23: Whether you're working on hardware
Page 24 and 25: The final reason that design has be
Page 26 and 27: after? What’s the right problem t
Page 28 and 29: Now that is an example of how an es
Page 32 and 33: When we asked Joe Gebbia what he wo
Page 36 and 37: THINK BIG DESIGN A SYSTEM FOR REPEA
Page 38 and 39: s my friend and mentor David Kelley
Page 40 and 41: Think of technology as the sword an
Page 42 and 43: in 1995 brimming with optimism and
Page 44 and 45: What I was trying to convey was tha
Page 48 and 49: smart on business, never forget tha
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vision that the design of the iPod
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Designers can be highly focused on
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he irony is that if you’re someon
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Jobs obsessing over the insides of
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Chapter The Way To Design 60
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The Way To Design 62
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a human-centered product, you need
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are to shaping its culture is one o
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acquired by Google, both volunteere
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changes. Your customers will want m
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Sharp. He believes that, “The dis
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opportunity truly is, not just the
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Map of fiber-optic connections. Wha
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as an emotion has its limits. As th
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In fact, too much empathy can kill
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e live in a massively, intricately
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Systems-savvy designers will know t
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to evening barista staff. Perhaps t
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Now, I don’t want to oversell sys
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Grace eludes us. The world is an im
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the great challenges of our time. T
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These years ahead will be trying on
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nly in the Spring of 2016 did The W
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