Planes are always late. I usually don't mind as I can spend a lot of time in a bookstore. So I did. I came across Tom Peters Essentials - Design which is part of a new book series. The Tom Peters Essentials Series is adapted and tweaked from his monster book, Re-Imagine! Business Excellence In A Disruptive Age. The books' paperback form factor is small, thin, beautifully designed and much easier to carry around than Re-Imagine!
"Design rules!" screams the back cover of Tom Peters Essentials Design book. Here's what the inside jacket reads:
"Think designers are odd ducks, who should be confined to their desks? Wrong! They should sit at the CEO's immediate right at the boardroom table!
Create a whole new experience for your customers and turn what you provide into an experience.
Discover why design is the Number 1 determinant of whether a product or service stands out - or doesn't.
Learn how we are all designers at heart.
See why branding is about nothing more, or less, than heart: what is your organization, why it is here, and how it is unique.
Tom Peters once again redefines business thinking."
I devoured Tom Peters Essentials - Design in about an hour. It was all the great experience stuff from Re-Imagine! and more. I am going to buy a copy for everybody at Twist Image. I am going see if I can get a box of these and give them to all of our clients, friends, etc...
So yes... it's that important and go buy it.
Here's a killer quote from the book that Tom Peters got from Apple Guru, Steve Jobs: "In most people's vocabularies, design means veneer. Nothing could be further from the meaning of design. Design is the fundamental soul of a man-made creation."
As Tom Peters says, that's WOW stuff.