“Predictable Magic” presents a complete design process for making the magic of design happen-over and over again.

“Predictable Magic” presents a complete design process for making the magic of design happen-over and over again. Despite fortunes invested into new product design, by some estimates, 80% of new products fail or underperform. Every year, though, a few rare products succeed brilliantly. Why?

This book, written by Deepa Prahalad and Ravi Sawhney, aims to tackle this age old question. “Predictable Magic” explains in a step-by-step process how business success is created and fostered through design as a strategic tool that powerfully connects consumer’s needs and aspirations with rich and memorable experiences.

The Psycho-Aesthetics process is an approach for systematically creating deep emotional connections between consumers and brands, and Prahalad and Sawhney provide a pathway for its replication with new approaches for gathering and interpreting consumer data. Few will deny that information overload without insight is a growing business problem. Companies spend millions to analyze consumer demographics and behavior. However, research reveals the vast majority of purchase decisions are made on an emotional basis, and experts estimate that up to 95% of buying behavior originates at the subconscious level.

This book makes the case for supplementing traditional approaches of consumer research and data collection with the study of emotional triggers and establishment of emotional connections, revealing this technique as a way to achieve market insight amid the often-conflicting “answers” traditional methods yield.

Editor's Note: For a special excerpt of this book, click HERE to read Chapter 6!