A new way to create and then disrupt .

Industry disruption is no longer isolated to a unique product or service. Today's consumer needs engagement in order to be swayed to interact, connect and buy your next offering. Achieve this and you'll achieve success. Sharp and refreshing, design insider and expert Jon Kolko offers a new view and usable process for conceiving and building powerful, emotionally resonant new products in this new book.

In Well-Designed, Kolko - VP at MyEdu and Founder and Director of the Austin Center for Design--shows how deep, meaningful engagement happens when products and services are delivered in an authentic way, when consumers see them less like manufactured artifacts and more like good friends. The key is empathy-driven design thinking, using a process of storytelling and iteration, with results that provoke emotion, change behavior and create deep engagement.

Kolko, who has been engaged in this process of design for more than 15 years, now shares a concrete set of steps for identifying lucrative opportunities, designing for innovation and producing products that have deep, meaningful emotional engagement. By following this process, readers will learn how to raise the role of design to a strategic competency.

• A refreshing new process for thinking up and then building powerful, emotionally resonant new products.
• A concrete addition to "design thinking" space; the book includes a clear process that readers can follow and use.
• Kolko is VP of Product, Innovation and Design at MyEdu and the Founder and Director of Austin Center for Design.
• Audience includes anyone involved in developing new products or services - including marketers, designers and product development teams.
• Companies include HP, AT&T, Microsoft and Disney.