Frog Design: Design Coversations, not Products

I'm a big Frog Design fan. I read about anything these thought leaders have to say. I don't always agree, but in this case I couldn't agree more. So how do you apply this idea to a culture entrenched in products? You know, products with three sides...Front, Back and Inside.

Frog's marketing chief Tim Leberecht says..."When you start with the idea of making a thing, you're artificially limiting what you can deliver. The reason that many of these exemplar's forward-thinking product design succeed is explicitly because they don't design products. Products are realized only as necessary artifacts to address customer needs. What Flickr, Kodak, Apple, and Target all realize is that the experience is the product we deliver, and the only thing that our customers care about."

Read the entire article here.