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EU Business School conference with Xavier Dietlin: The power of design in Business.

Société de Lecture, Geneva.

Design is such as essential element these days that it is no longer optional. But design alone is not enough. Does it make sense to have redesigned tables and chairs for decades on end? Most major success stories in this field are behind us.

It is functional design that will enable new objects, new products and new boutiques to be reinvented. The goal is to change the customer’s behavior.
 

EU Business School conference with Xavier Dietlin: The power of design in Business.

Looking forward, function is the key. Changing the function of an object means giving it a new dimension. Apple changed the function of the mobile phone with the iPhone, reducing the world leader, Nokia, to silence. Canon revolutionized the field of photography with the first digital camera. Kodak went out of business. In light of such a major revolution, design appears to be of only secondary importance. And it is.
 

EU Business School conference with Xavier Dietlin: The power of design in Business.

But if we can introduce a new function combined with an innovative design, then we can genuinely talk about a new product: Logitech and its BOOM speakers. Apple and its AirPods. Listening to music will never be the same again.
 

EU Business School conference with Xavier Dietlin: The power of design in Business.

The retail sector also had to reinvent a function for itself with the arrival of the Internet. There has to be more to life than simply buying.
 

EU Business School conference with Xavier Dietlin: The power of design in Business.

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