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Great design changes behavior.

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"Most people think the important thing about the iPad is its form factor: that it's fundamentally a tablet computer. We think Apple has bigger ambitions. We think the iPad is meant to be a Windows killer. Or more precisely, a Windows transcender. We think Apple foresees a future in which the iPad is the default way people do what they now do with computers (and some other new things). Programmers may never want a computer they don't control, but ordinary people just want something cheap that works. And that's how the iPad will seem to them. Many will never make a conscious decision to switch. They'll get an iPad as well, then find they use their Windows machine less and less. When it dies they won't replace it." via Y Combinator Our Take: What are the implications of great design for the health of our nation? First of all, the health space has suffered from serious design problems from the way devices look, to complicated interfaces, to the way health concepts are communicated. Most importantly, the "System" we currently have wasn't designed to incentivize healthy behavior and value. But we're more interested in creating solutions that are beautiful and well-designed rather than concentrating on the decades of poor health design. We firmly believe that health needs a complete facelift and communication overhaul. And great design is just the output of understanding health needs and creating unique solutions with proper incentives that give people simple and effective reasons to change behavior for the better. The iPad is just one example. Apple designed something beautiful and what appears to be a whole new immersive media experience. The interface is something that's never been done before. We have yet to know "if they design it, people will come." But I have a feeling the experience is going to be so great that people will simply change their current behavior in exchange for a better experience. I think that concept has huge implications for health. UPDATE: Here's Penguin's iPad-formatted books. The experience is everything. It's a whole new world of opportunity.

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It's time to ask: have the costs of innovation exceeded the benefits? A better concept, one built for a radically interdependent 21st century, is awesomeness. Here are the four pillars of awesomeness: Ethical production. Innovation turns a blind eye to ethics — or, worse, actively denies ethics. That's a natural result of putting entrepreneurship above all. Buy low, sell high, create value. That's so 20th century. Awesome stuff is produced ethically — in fact, without an ethical component, awesomeness isn't possible. Starbucks is shifting to Fair Trade coffee beans, for example. Why? Starbucks isn't just trying to innovate yet another flavour of sugar-water: it's trying to gain awesomeness. Insanely great stuff. What is innovative often fails to delight, inspire, and enlighten — because, as we've discussed, innovation is less concerned with raw creativity. Awesomeness puts creativity front and center. Awesome stuff evokes an emotive reaction because it's fundamentally new, unexpected, and 1000x better. Just ask Steve Jobs. The iPhone and iPod were pooh-poohed by analysts, who questioned how innovative they really were — but the Steve has turned multiple industries upside down through the power of awesomeness. Love. You know what's funny about walking into an Apple Store? The people working there care. They don't just "work at the Apple store" — they love Apple. Tthe goal of Apple Store employees is simply to show off their awesomeness, and let you share it. Love for what we do is the basis of all real value creation. Thick value. It's the most hackneyed phrase in the corporate lexicon: adding value. Let's face it: most value is an illusion. Nokia, Motorola, and Sony tried for a decade to "add value" to their phones — yet not a single feature did. Food producers and pharmaceutical companies claim they're "adding value," but mostly they're just mega-marketing. The vast majority of companies — in my research, greater than 95% — can only create what I have termed thin value. Thick value is real, meaningful, and sustainable. It happens by making people authentically better off — not merely by adding more bells and whistles that your boss might like, but that cause customers to roll their eyes. Let's summarize. What is awesomeness? Awesomeness happens when thick — real, meaningful — value is created by people who love what they do, added to insanely great stuff, and multiplied by communities who are delighted and inspired because they are authentically better off. That's a better kind of innovation, built for 21st century economics. I've talked to many boardrooms about awesomeness. Beancounters feel challenged and threatened by it, because it feels fuzzy and imprecise. Yet, it's anything but. Gen M knows "awesomeness" when we see it — that's why its part of our vernacular. It's a precise concept, with meaning, depth, and resonance. What makes some stuff awesome and other stuff merely (yawn) innovative? I've outlined my answers, but they're far from the best, or even the only ones — so add your own thoughts in the comments. You might be innovative — but are you awesome? For most, the answer is: no. Game over: in the 21st century, if you're merely innovative, prepare to be disrupted by awesomeness. via Umair Haque