THE SOUL OF DESIGN
Book ID/图书代码： 12347012B58383
English Summary/英文概要： What makes the Apple iPhone cool? Bang & Olufsen and Samsung’s televisions beautiful? Any of a wide variety of products and services special? The answer is not simply functionality or technology, for competitors’ products are often as good.
The Soul of Design explores the uncanny power of some products to grab and hold attention—to create desire. To understand what sets a product apart in this way, authors Lee Devin and Robert Austin push past personal taste and individual response to adopt a more conceptual approach. They carefully explore the hypothesis that there is something within a "special" product that makes it—well, special. They argue that this je ne sais quoi arises from "plot"—the shape that emerges as a product or service arouses and then fulfills expectations. Marketing a special product is, then, a matter of helping its audience perceive its plot and comprehend its qualities.
Devin and Austin provide keys to understanding why some products and services stand out in a crowd and how the companies that make them create these hits. Part One of the book introduces the authors’ definition of plot in this context; Part Two breaks down the components needed to build a plot; Part Three describes what makes a plot coherent; Part Four takes on the challenges of making coherent products and services attractive to consumers. Part Four also presents detailed casework, which shows how innovators and makers have successfully brought special products to market.
Readers will come away with a sensible and clear approach to conceiving of artful products and services. This book will help managers and designers think about engaging with plot, taking aesthetic factors into account to provide consumers with more special things.
Chinese Summary/中文概要： 是什么使苹果手机如此受欢迎？又是什么使奥露夫森和三星的电视外形出众？各色各样的产品和服务是如何变得特别的？答案并不仅是功能或技术，竞争对手的产品也一样好。一些产品能不可思议地抓住消费者的吸引力，《设计的灵魂》正是探析了这股力量是如何诱发消费者的购买欲的。作者李.德文和罗伯特.奥斯汀将个人品味和思想抛诸一边，采用了一种更概念式的方法。他们仔细地分析了究竟是什么使得产品变得与众不同，他们的结论是那些满足了消费者期许的特质。将一个产品推向市场后，要让消费者能抓住其设计的要领，感受到产品的质量是关键。
德文和奥斯汀讲述了一些产品和服务能一枝独秀的原因以及公司是如何让消费者接受到这些信息的。第一部分介绍了作者对这些特质的定义，第二部分仔细分析了这些特质的组成部分，第三部分讲述了如何使各个特质显得连贯整体,第四部分则是有关做到上述要求后，如何使产品吸引人，同时也介绍了一些成功案例。
读者在读毕《设计的灵魂》后，会对抓住产品的特质有清晰的理解。经营者和设计者也会懂得在产品的设计中加入特质，考虑进审美因素，使消费者体会到产品的特殊性。(XAT)
Awards/获奖情况：“他们的方法绝对是标新立异的。《设计的灵魂》为商业产品设计注入了新鲜的血液。”——BizEd
“我很喜欢这本书。它说明设计对商业运作能产生巨大的影响。德文和奥斯汀扩展了我们的思维，并灌输我们好的经营者设计，好的设计者经营，好的工作者能使他们的左右脑同时运转。”——弗雷德.克莱皮，凯斯西储大学，《像设计一样经营》的联合编辑
许多设计类书籍都试图将设计过程合理化，让设计者像经营者一样看待问题。这本书则是帮助经营者像创作者一样看待问题。这个方法使公司有了成功的可能。执行者们应该暂且放下手中的数据表，读一读这本书。你们能从中看到未来。——拉斯穆斯比彻•汉森，品牌专家和战略总监，《创业三年》作者
这真是个绝妙的主意：把实用的原则转换为具体的实施指南。这就如同把亚里士多德的《诗学》运用到了现代商业中。对设计者而言，亚里士多德于我们就像沃伦.巴菲特于投资者一样。读者会觉得《设计的灵魂》是本有趣的书并得到许多启示。——安妮，卡塔内奥，林肯中心剧院戏剧编剧
经营者总是忘记把自己的产品当回事。奥斯汀和德文帮助他们重新聚焦到产品的商业力量上去。他们的哲学方法帮助我们理解那些事产品变得特殊的中心力量，例如Vipp的垃圾桶或是奥露夫森的电视机，脱离应用心理学和社会学的主流思想，《设计的灵魂》为我们解码了那些神秘而绝妙的元素、特质。——皮埃尔•纪蕾德，哥本哈根商学院，《艺术理念》作者
“这部作品是关于爱的，对产品的爱。你不能为了赢得消费者的爱而去迎合他们。对产品的爱是要写出一个高于消费者期许的故事，就像这本书的理念一样。《设计的灵魂》会帮助我们想出更多特别的点子。”——罗伯特.维甘提《设计——创新的驱动力》作者
About the Author/作者介绍： 李.德文是一位戏剧编剧，斯沃斯莫尔学院剧院和高级研究院的名誉教授，演员权益会员，拥有项目管理经理资质，并且是卡特联盟创新实践的顾问。与罗伯特.奥斯汀一起合著了《艺术制作》，《经营者该知道的艺术家工作方式》（2003）
罗伯特•D•奥斯汀是弗雷德里克顿新不伦瑞克大学商业管理学院的院长，哥本哈根商学院企业管理创新的前任教授，哈佛商学院技术与操作的前任教授。他的作品《一个IT领导者的历险》因其新颖的方法二广受好评。他曾是福特和网维公司的管理者，先经常为跨国公司做顾问。
Lee Devin is a Dramaturg at People’s Light, an Emeritus professor of Theatre and Senior Research Scholar at Swarthmore College, a member of Actors’ Equity, a Certified Scrum Master, and a Consultant for the Cutter Consortium Innovation Practice. With Rob Austin, he is the author of Artful Making; What Managers Need to Know about How Artists Work (2003).
Robert D. Austin is Dean of the Faculty of Business Administration at the University of New Brunswick, Fredericton, former professor of Management of Creativity and Innovation at Copenhagen Business School, and former Professor of Technology and Operations at Harvard Business School. His book, The Adventures of an IT Leader (2009), has won accolades for its "novel" approach. Formerly a manager at Ford and Novell, he is a frequent advisor to multinational firms.
Format:HARDCOVER
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