Peter Merholz tours us through some of the most successful companies and how they focus on the interaction with the user, arguing that good designers create experiences, not products. Here's a taste:
When you start with the idea of making a thing, you're artificially limiting what you can deliver. The reason that many of these exemplar's forward-thinking product design succeed is explicitly because they don't design products. Products are realized only as necessary artifacts to address customer needs. What Flickr, Kodak, Apple, and Target all realize is that the experience is the product we deliver, and the only thing that our customers care about.