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Design as a Differentiator: Transcript of Audio Session
In this transcript of a member-only audio session, Lawrie Cunningham (Black & Decker), Peter Marks (Design Insight) and Design Continuum’s Harry West and Allan Cameron discuss design and its role as a differentiator. The panel, among other topics, talked about the emotional responses that good design can elicit and the role that this plays in customer buying decisions; criteria for design quality; the best means of informing design; and the cost/benefit tradeoffs involved in outsourcing design.
(18 pages)
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