In make it new barry katz does a masterful job of telling the story of silicon valleys evolution in creative design dating back some 60 years it is filled with good stories and great insight and is a must read for anyone in high tech or anyone engaged in product development and marketing. But books on silicon valley design the how consumers interact with products has never had its own history until now katz traces the history of design from make the sheet metal look the same across the product lines through the how do users interact with a computer to the steve jobs era of the design is the product. The history of design in silicon valley is multithreaded and deeper than told in the popular press make it new is a great overview of the evolution of design in the bay area the book ends not in the past but in the present as it touches on the role of airbnb facebook and startups in creating the next generation of bay area design innovation. The role of design in the formation of the silicon valley ecosystem of innovation californias silicon valley is home to the greatest concentration of designers in the world corporate design offices at flagship technology companies and volunteers at nonprofit ngos global design consultancies and boutique studios research laboratories and academic design programs. Apple products are famously designed in california but in this first ever extensively illustrated history the role of design in silicon valley began decades before steve jobs and steve wozniak dreamed up apple in a garage
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