"Their approach is wildly unconventional, as they consider extraordinary products in the context of art, complete with the trappings of plot, trajectory, and resonance. . . It's the latest in a series of books about design thinking in business, but it brings in a fresh perspective."—BizEd "I love this book. It will have a great impact on the discussion of design's application to management, shifting the conversation in some very important ways. Devin and Austin stretch our minds to teach us that good managers design, good designers manage, and good workers are whole human beings with both their left and right brains engaged."—Fred Collopy, Case Western Reserve University and coeditor of Managing as Designing "Many books try to rationalize the design process—make designers look at the world as managers. This book helps managers to see the world as creatives do. This perspective, the idea that magic must have its space for companies to succeed today, can propel a business. Executives should put their spreadsheet projections of the future aside for a bit and read this book instead. It will teach them how to create the future."—Rasmus Bech Hansen, Brand Expert and Strategy Director, Venturethree "What a brilliant idea: To take the practical principles of the earliest 'How To' guide, Aristotle's Poetics, and apply them to a modern business model! We in the theater know how to tell a story and, to us, Aristotle is as practical a guide as Warren Buffet is in the investment world. Readers will be entertained and led by The Soul of Design."—Anne Cattaneo, Dramaturg, Lincoln Center Theater "Managers and marketers too often forget to take their product seriously. Austin and Devin help them to refocus on the commercial power of what Kant would call the product in itself. Their philosophical approach helps us understand the inner force in very special products, such as Vipp's gorgeous trash bins or Bang and Olufson's mind blowing televisions. Leaving the mainstream of applied psychology and sociology, so familiar to the study of business, this book decodes of the mysterious and unpredictable 'WOW factor."'—Pierre Guillet de Monthoux, Copenhagen Business School and author of The Art Firm "This book is about love—the love for products. You don't get love from your customers by asking them what they like. Love is about proposing stories that go beyond expectations—as this book teaches. It will help us to pen more stories in the form of special things."—Roberto Verganti, author of Design-Driven Innovation