As a graduate student at MIT, I stumbled upon a thin, nondescript book called ‘Thoughts on Design’ by Paul Rand. At the time I was building a reputation for myself as being a gifted graphical user interface designer. As I flipped through Rand’s book I was humbled by the power with which he manipulated space and at the same time struck by the clarity of his accompanying prose. I was immediately inspired to pursue the field of graphic design.
Examines a simple, but important, concept: how thinking like a customer transformed an industry. This philosophy led Apple Inc. to become one of the most valuable and recognizable companies in the world.
This was mentioned by Sunit Singh in his recommended reading list, during an interview with YourStory.com
I think a lot about design and products and how things should work. But it makes you notice things that can be infuriating. Like, why does my sandwich shop have meat all the way over there? At the same time, it makes you think about design in new ways, because when you use something everyday it needs to be absolutely efficient and not get in your way. It’s cool to be able to articulate and discuss that on a level that is really accessible and interesting.