Keep It Simple

这不是一本关于乔布斯成功学的励志书，而是一次对'设计如何成为商业战略核心'的现场复盘。1982年，设计师埃斯林格与乔布斯的合作，让苹果从一家技术公司蜕变为全球品牌——本书的价值，正在于拆解这套'白雪公主'设计语言（Snow White）的诞生：从MacPhone、Bashful到MediaMac、BabyMac那些你从未见过的原型，揭示今日苹果官网的几乎所有产品，早在四十年前就已埋下伏笔。读者最震撼的，正是'原来现在卖的所有东西，82年就有原型'这一跨越时空的呼应。它适合所有追问'伟大设计究竟如何影响企业命运'的人，而非只想寻找成功配方的人。

Hartmut Esslinger is founder of frog design, inc., a leading global innovation firm, and one of the most respected designers and business consultants in the world. Esslinger sparked a design revolution when he founded the company in his native Germany, around the guiding principle 'form follows emotion'. His work has defined the modern consumer aesthetic with such revolutionary products as the Apple Macintosh computer, Sony's Trinitron television, Lufthansa's brand and fleet image, Disney's Cruise Lines and Consumer Electronics, and Louis Vuitton's brand aesthetic.His designs are in the Museum for Modern Art and the Whitney Museum in New York. He is also Founding Professor of the Hochschule fur Gestaltung, Karlsruhe, Germany, and was Professor for Convergent Design at the University of Applied Arts, Vienna, Austria.