Design is how it works."-Steve Jobs There's a new race in business to embrace "design thinking." Yet most executives have no clue what to make of the recent buzz about design. It's rarely the subject of business retreats. It's not easily measurable. To many, design is simply a crapshoot. Drawing on interviews with top executives such as Virgin's Richard Branson and Nike's Mark Parker, Jay Greene illuminates the methods of companies that rely on design to stand out in their industries. From the experiences of those at companies from Porsche to REI to Lego, we learn that design isn't merely about style and form. The heart of design is rethinking the way products and services work for customers in real life. Greene explains how: -Porsche pit its designers against each other to create its bestselling Cayenne SUV -Clif listened intently to customers, resulting in the industry-changing Luna energy bar -OXO paid meticulous attention to the details, turned its LiquiSeal mug from an abysmal failure into one of its greatest successes -LEGO started saying no to its designers-saving its brick business in the process Greene shows how important it is to build a culture in which design is more than an after-the-fact concern-it's part of your company's DNA. Design matters at every stage of the process. It isn't easy, and it increases costs, but it also boosts profits, sometimes to a massive extent. In an increasingly competitive marketplace, design represents the best chance you have of transcending your competitors.

    Discoverer of a New World, it became the greatest power on earth and created a Golden Age of culture quite breathtaking in the quality of its achievement. Within 150 years, Spain was in a state of decay and fast being left behind by more progressive European nations. Here, from award-winning historian Malveena McKendrick, is the dramatic story of the rise and fall of the Spanish empire.

    Armed with a newfound swagger, the author transforms a much anticipated, romantic holiday with his wife into a decidedly unromantic, though highly romanticized roots tour with comic results. Crammed into their tiny rental car (a Fiat Crumb or some such model), the couple scour the countryside, from castles to trailer parks, looking for something more to commemorate Crawford history than a family crest refrigerator magnet - and ultimately discover something altogether richer: a thriving country with the most beautiful and haunting scenery imaginable, a romantic history full of blood, intrigue and heroism, and some of the friendliest and most fiercely loyal people in the world. Award-winning travel writer Scott Crawford resides in the British Virgin Islands. A professional educator, he has a keen interest in travel and history, which infuse his writings. Where's Me Plaid is his first book.