What we've got in this little book is a great approach to creating products and services that people will love. The approach is great because it's holistic and integrated. It looks at people in their entirety and at products and services in their entirety.

It is simple.

There are only three steps, but it is extremely thorough. It requires that we get to know our users in great detail and to make a real commitment to understanding them and addressing their needs, wants and desires in the products and services that we create for them. It also requires us to get to grips with all of the elements of design and marketing and to ensure that we address all of these in our quest to please the user. This approach is about achieving commercial success through an attention to detail, a respect for the user and a full-on commitment to pleasing them.

These are the keys to making great stuff that people love and making big money out of it.

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