Return on Experience will be comfortable on the shelves of
designers and artists and equally comfortable for business leaders
and educators. It reflects the fundamental belief that design is
integral to everything we do. That all human existence has been a
result of a progression of successful design outcomes. It is not in
the sense that what we have created is exclusively logical and
rational but true success has been the result of sort of emotional
intelligence and meaning being infused into a new form that has
caused us to progress as a species. Inspiration and innovation are
difficult to process from a pure logic as it requires a broader
view into the way we think and feel things. It is deeply personal
and at the same time shared at a social level. In this sense we
naturally view design as possessing enormous value and is an
essential part of culture with a broad value and application.
Design is a dialogue. This book is not a treatise on do's and
don'ts of design or business. It is a reflection on the nature of
how to see design. Design is and always has been part of a
conversation. As such, this book captures a dialogue that author,
Tim Kobe has been engaged in for over 25 years at Eight Inc. This
conversation is more than a single path but reflects the dialogue
and practice of business leaders, designers, colleagues, and
collaborators. This book would not exist without those on the other
side of the conversation and is more than a lens of a single or
individual point of view. Eight Inc. has been incredibly fortunate
to design with some of the most successful people and companies
that exist today and much of Eight Inc.'s success has been
attributed to our time with Apple founder and CEO Steve Jobs.
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