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Truly great designs are magical—they surprise us with their unexpected functionality, delight us with their thoughtful ergonomics and beguile us with their seductive aesthetics. While every company strives to create products and services that dazzle, few achieve this feat. Now, in Predictable Magic, Deepa Prahalad and Ravi Sawhney lay out a simple but powerful methodology.
~ Gary Hamel, Visiting Professor, London Business School

Latest posts from the Predictable Magic blog

  • Our Heroes' Journey

    The hero’s journey, a timeless storytelling narrative championed by Joseph Campbell in academic circles, has become a fundamental part of the thinking at our firm because it helps the entire team of designers and engineers better comprehend and align the emotional path consumers take while interacting with products, experiences or other aspects of design into our innovation approach.

  • Designers are Still Blind to Main Street

    I went to Walmart for the first time in a long time this past weekend, and while there a few thoughts on design quickly struck me.

  • Learning from Everyone

    Perhaps the most nerve-wracking part of starting any new venture is the cold-calling. All the time invested in developing slides and talking points can either pay off or fall flat in a matter of minutes.