Throughout his book, Esslinger is keen to proffer tips on how design can affect both innovation and the bottom line. Apple stories abound, including intriguing behind-the-scenes tales that humanize both Jobs and Esslinger. But the writer also includes anecdotes of his design firm's work for an impressive, disparate collection of the world's leading brands, including Disney, Louis Vuitton, and SAP.
In brief case study after case study, Esslinger builds momentum for his main argument. "Creative strategy offers clear benefits over the traditional supply-chain dominated approach to business," he writes. How? By producing solutions designed for human beings rather than mere commodities. Apple's status as the poster-child for a design-centric approach that has paid off with continuous profits underlines his argument.