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The title infers that this book is about how ordinary people create extraordinary products. Unfortunately, I did not see the ordinary among the stories or examples. Certainly there were examples of corporate and individual innovation, but the overall feel of the book is one of a college (Wheaton School of Business) text book. The authors strongly urge the reader to read the first three chapters and not to skip ahead. Herein lies my problem, I thought the first three chapters were incredibly dull. I was looking for a projection on the industry of design and dialog about the characteristics of future innovators. What I found was a rehash of known phenomena like J.K. Rowling’s Harry Potter series. The bright spots of the book are in the “Design for Desire” chapter. Dialog regarding the Experience and Fantasy Economies was particularly insightful….albeit known theories. The epilogue is also useful.

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