Design Is How It Works

This isn’t a bad book, but the author’s observations shouldn’t be a surprise to anyone: the best companies are great because the people who run them are passionate about the products they produce. That’s not the intended point of the book of course, the intent is to show that the success of these companies and their products stems from their design processes and design cultures at the core of the organizations. But the only reason that design can be central to these businesses is that the leadership teams have made a commitment to produce things that they themselves desire. And rather than making compromises to stay on budget or meet arbitrary deadlines, the managers (and most frequently it’s the founders) of these companies opt to redouble their efforts to manufacture something great.