Predictable Magic: Unleash the Power of Design Strategy to Transform Your Business

"By putting the empowerment of people at the center of strategy creation, PREDICTABLE MAGIC is as much a book about values and leadership as it is about design. It can help executives find meaning and value in their work as they create meaning and value for their consumers."---Dr. Marshall Goldsmith, world-renowned executive coach; author, THE NEW YORK TIMES bestsellers, MOJO, and WHAT GOT YOU HERE WON'T GET YOU THERE

"While every company strives to create products and services that dazzle, few achieve this feat. Prahalad and Sawhney lay out a simple but powerful methodology for turning deep consumer insights into attention-grabbing, expectation-defying designs. If you're looking to increase the `magic quotient' in the things your company makes and sells, you'll want to dig into PREDICTABLE MAGIC."---Dr. Gary Hamel, Visiting Professor, London Business School; author, THE FUTURE OF MANAGEMENT and LEADING THE REVOLUTION

"The natural fusion of psychology and creative disciplines enable a potent capability that will be critically important as we seek to better understand the demands of a diverse global population. PREDICTABLE MAGIC outlines an important framework to capture and define the emotional wants and needs of a user."---Ken Musgrave, IDSA, Director, Experience Design, Dell

"Prahalad and Sawhney shine a light on an important piece of the strategic puzzle: how to convert consumer emotions into successful designs. They provide a rigorous approach to guide innovation efforts from strategy creation through execution. This is a must-read for anyone who is trying to create a new product or develop a new business model."---Dr. Vijay Govindarajan, Professor, Tuck School of Business; Chief Innovation Consultant, GE; author, TEN RULES FOR STRATEGIC INNOVATORS

"Prahalad and Sawhney have written an unusually useful book. It is one of the rare sources that go beyond giving us another definition of innovation. With concrete examples linked to practical principles, they show us how to do it."---Patrick Whitney, Steelcase / Robert C. Pew Professor and Dean, Institute of Design, Illinois Institute of Technology

Companies invest fortunes on innovation and product strategy. But by some estimates, 80% of new products fail or underperform. Every year, though, a few rare products succeed brilliantly. Why? Their creators have seamlessly integrated corporate strategy with design. They don't deliver utilitarian objects: They craft rewarding, empowering experiences.

To outsiders, this looks like magic: incomprehensible and impossible to reproduce. But it isn't. PREDICTABLE MAGIC presents a complete design process for making the "magic" happen---over and over again.

Award-winning industrial designer Ravi Sawhney and business strategist Deepa Prahalad introduce Psycho-Aesthetics, a breakthrough approach for systematically creating deep emotional connections between consumers and brands.

Step by step, you'll learn everything you need to know to make Psycho-Aesthetics work, from research to strategy, implementation to consumer experience. You'll also see it at work in case studies from some of the world's top companies, including Medtronic and Amana, as well as innovative start-ups.