Steve Vas­sallo

Idealog - - EXTRACT -

is a former project leader and de­sign en­gi­neer IDEO, with 77 patents and mul­ti­ple prod­uct de­sign awards to his name. Now, he is a gen­eral part­ner of Foun­da­tion Cap­i­tal, where he heads the firm’s de­sign prac­tice and leads broader con­ver­sa­tions among in­dus­try lead­ers about the art and science of build­ing great prod­ucts. Vas­sallo a re­cently pub­lished The Way to De­sign, a guide­book for be­com­ing de­signer founder and build­ing a de­sign-cen­tric com­pany. the “For years I’ve had this grow­ing con­vic­tion that de­sign is now fact thing that will set mod­ern com­pa­nies apart. It comes from the that tech­nol­ogy has been com­modi­tised. It comes from watch­ing in good de­sign rise in con­sumers’ pri­or­i­ties. It comes from in­vest­ing own com­pa­nies started by thought­ful de­sign­ers. It comes from my great back­ground as a prod­uct de­signer. De­sign is the way to build prod­ucts and great com­pa­nies,” Vas­sallo says. “But when I’ve met with young de­sign­ers who are con­sid­er­ing and tak­ing the en­tre­pre­neur­ial plunge, they seem as un­pre­pared ( anx­ious) as I was when I was a bright-eyed de­signer at IDEO think­ing of start­ing my own com­pany. I wanted to do some­thing last to help them, to give back to my com­mu­nity of de­sign­ers. So, year, I put to­gether a re­search team at Foun­da­tion Cap­i­tal. We a war in­ter­viewed 50 de­sign­ers, schol­ars, and tech founders; set up room to tease out what we’d col­lected; and tested those find­ings with the com­mu­nity. Now, af­ter many months of work, what we’ve pro­duced is a primer on how busi­nesses should do de­sign.” the His hope is that The Way to De­sign will open read­ers’ eyes to power of the de­sign, as well as help guide any de­sign­ers who own would like to take the leap into the un­known and found their com­pany. Feast your eyes on an ex­tract from the book over the next few pages.

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