Visionary stupidity: in which Cordy Swope discusses how companies go wrong with product design and development.

My approach to design is as “consumer in context”. I leave the domain knowledge to the experts.

The article argues that without a good dose of ignorance and objectivity in the design process brands become myopic to the point of self-annihilation, citing Braun (which these days should be a major competitor in the MP3 player market, but will always be associated with male grooming products and kitchen utensils) and Smart (which should have stuck to their original car concept and not tried to diversify).

Naivety is a good thing. And the best strategy is always realised through hindsight!