Sublime

(early adopters).

The first school is represented by “classic designers,” such as my friends Dieter Rams and Kenji Ekuan, the late Ettore Sottsass, Jr., Mario Bellini, and Jonathan Ives. These designers can run their own studios or be corporate stars. Ten or fifteen years ago, I would have included myself in this group. This school’s approach to design is both logic

Later, you’ll see how this UVP evolved significantly after just a few customer interviews.