Why are some products and services so much better received than others?
And how do some organisations manage to create these superior solutions time and time again?

Because they ask not only what to make, but how to make it.

Written for leaders, managers and creators, The Right How delves into the fundamental question of how to strategically design products, services and touchpoints that make a company stand out and achieve the highest levels of success.

Keeping things short and simple, Stefan Hermann presents a unified and actionable theory of strategic design – including a set of four fundamental value creation principles and a simple ten-step framework to help companies develop solutions that are more valuable to customers and the business.

***Praise***
'Demystifies design in a way that helps businesses at their core.'
– Vincent Weckert, Design Manager, Siemens

'Solid.'
– Marty Neumeier, Author of 'The Brand Gab' and 'Zag'

'A book that will inspire anyone involved in the creation of a successful product while making customer experiences (and the world we live in) a little bit better.'
– Fabian Geyrhalter, Author of 'Bigger Than This'