Business Impact Through Strategic Design

The iPod was first released in 2001. Since then, the market for digital audio devices has exploded, and many competitors have introduced better devices to the market that are less expensive. Despite criticism, the iPod remains the world’s best selling digital audio player and one of the most popular consumer brands.

How has Apple managed to convince consumers that if they want an MP3 player, they need an Apple iPod? Successful brands capture consumers not by selling “product attributes”, but by creating “superior experiences.”  Companies like Apple, Target, Amazon.com, Starbucks (the list goes on..) have all inspired extreme customer loyalty by embracing a concept known as Strategic Design.

This paper takes a closer look at strategic design, why it is important, and how it can build a competitive advantage for your business through differentiation and customer loyalty.

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