esign is about more than aesthetics, just as exercise is about more than looking good. Design thinking considers how people interact with products, with other people, and with their surroundings. Brown is the CEO of iconic innovation firm IDEO, which famously hit on the first popular mouse design by attaching the roller ball from a deodorant dispenser to the bottom of a butter dish. Brown’s most intriguing ideas involve innovation in services. In Chapter Two, he explains how one designer created a more inviting hospital setting after feigning an injury and then subjecting himself to the ER experience, armed with a hidden camera. To help Marriott create that homey feel, IDEO built a full-scale mockup of part of an extended-stay hotel. Read about it in Chapter Four.
