What bullshitting! This is a book devoid of any real content and which tries to paint the "Design" school as separate and superior from the "MBA" Product Research and Management. According to these morons, any "MBA" would never dream of doing Market Research (aka, talk to prospective customers, etc). It seems written to fuel the the egos of the supposed "Design" school versus the rest of the world that doesn't understand their superiority… Even though there is in reality nothing new said in this book.

Anyway, not everything is bad (except the design of the book itself, of course), but there is little to be learned here, which can't be learned from other sources (like any decent MBA-program or any decent book on marketing) without the condescending tone. Recommendation: skip it, you'll only get irritated.