A Handbook for CEOs, Managers and Product People on Mastering Design Strategy for Business Growth

Why are some products and services so much better received than others? And how do some organisations manage to create these superior solutions time and time again? Because they ask not only what to make, but how to make it. Written for leaders, managers and creators, The Right How delves into the fundamental question of how to strategically design products, services and touchpoints that make a company stand out and achieve the highest levels of success. Keeping things short and simple, Stefan Hermann presents a unified and actionable theory of strategic design – including a set of four fundamental value creation principles and a simple ten-step framework to help companies develop solutions that are more valuable to customers and the business.