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This Element is an excerpt from Predictable Magic: Unleash the Power of Design Strategy to Transform Your Business (9780137023486) by Deepa Prahalad and Ravi Sawhney. Available in print and digital formats.
The #1 secret to building powerful emotional connections into your products, services, and brand experiences.
Today, firms in all industries find themselves competing on design. The concept of design has broadened beyond the purely aesthetic and now includes every aspect of the consumer’s brand interaction and experience. Companies that succeed know how to carefully integrate corporate strategy with design to forge deep, emotional connections–the magic that can transform a product from a utilitarian object into a rewarding and empowering experience.
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Deepa Prahalad is a business strategist with experience in a wide range of industries. Passionate about emerging markets and innovation, she began her career researching how to increase efficiency in UN procurement, and later moved to Singapore to become a commodities trader with Cargill. She has also worked as a management consultant specializing in the opportunities at the intersection of consumer experiences, technology, and strategy. Prahalad holds an MBA from the Tuck School of Business at Dartmouth. Ravi Sawhney is founder and CEO of RKS, a global leader in strategy, innovation, and design. Sawhney has been recognized with nearly every major industrial design award, and has helped RKS’s elite clients generate 150+ patents. He invented the popular Psycho-AestheticsSM design strategy, profiled as a Harvard Business School case study. At Xerox, he was sole Industrial Designer working with 20 cognitive and social scientists to develop the world’s first touch-screen interface.
