The Importance of Conceptual Design in Product Development

Why are successful people successful, while others are not? Successful people do what unsuccessful people are not willing to do.

Let’s take Steve Jobs who took over Apple on the verge of bankruptcy and made it the most valuable company in the world. Did he take short cuts? Did he look for easy answers? Did he hire people because they were cheap? No, he knew there were no shortcuts to victory, only hard work. He knew this was especially true when it came to conceptual design. He endlessly obsessed over every detail of every product even to point of proclaiming “A lot of times, people don’t know what they want until you show it to them”