Designer Ravi Sawhney, CEO of the California-based design firm RKS (pictured above), and business strategist Deepa Prahalad, say that any design team can come up with emotionally resonant goods on a regular basis, if they're mindful of a few basic principles. In their new book, Predictable Magic, Prahalad and Sawhney map out a process for replicable design success. Think of it as magic on demand.
We sat down with them to talk about how this works:
There are lots of books out there about the design process. How is this one different?
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