Acknowledgments
First things first: Our profound thanks to the managers and designers
who have shared their stories with us, for their generosity with their
time, the candor with which they told their stories, and the insights
that accompanied them. They were nothing short of remarkable.
They inspired us to write this book: We felt a keen obligation to pass
on to a broader audience all that they shared with us.
We also want to acknowledge the support and involvement of
the Design Management Institute and, in particular, Tom Lock-
wood, who participated in many of our initial interviews.
The support of the Darden School, Dean Bob Bruner, and the
Batten Institute has been essential to our ability to do the work
that allowed us to produce this book. Our colleagues and friends
at Darden have been a source of inspiration, learning, and encour-
agement, especially Ed Hess and Marian Moore, our partners in
design crime.
And of course, as always, our deepest thanks to Amy Halliday,
whose wise advice and superb editing make us sound so much
better than we deserve.