A Fine Line

"A breath of turbo-charged fresh air that doesn't regurgitate the ego-maniac CEO's selective memory or an outside expert's misinterpretations."

Guy Kawasaki
former chief evangelist, Apple and co-founder of Alltop.com

about this book

A Fine Line offers a step-by-step overview of the innovation process — from targeting goals to shepherding new products and services to the marketplace — in order to reveal how to arrive at an authentic human design that connects strongly with consumers. With a unique perspective, rich stories, and a global mindset, Esslinger explores business solutions that are environmentally sustainable and contribute to an enduring global economy.

about hartmut esslinger

Hartmut Esslinger is the founder of frog, a leading global innovation firm, and one of the most respected designers and business consultants in the world. Esslinger sparked a design revolution when he founded frog in his native Germany around the guiding principle “form follows emotion.” His work has defined the modern consumer aesthetic with such revolutionary products as the Apple Macintosh computer, Sony's Trinitron

television, Lufthansa's brand and fleet image, Disney's Cruise Lines and Consumer Electronics, and Louis Vuitton's brand aesthetic. His designs are in the Museum of Modern Art and the Whitney Museum in New York. He is also Founding Professor of the Hochschule für Gestaltung in Karlsruhe, Germany and Professor for Convergent Design at the University of Applied Arts in Vienna, Austria.



“A Fine Line is very enlightening because it proves that design is a magical thing that crosses nations and history, creates value, and improves our lives.”

Yang Zheqing
CEO, Shanghai Design Biennial & Shanghai Centre for Scientific and Technological Exchange with Foreign Countries (SSTEC)

“Excellent commentary about the value of design... It's packed with great insights for business people and innovators alike.”

Thom Lockwood, PhD
President, Design Management Institute (DMI)

“The idea that finely designed products can change the fate of companies is a message that millions of us owe to Hartmut.”

Michael Moritz
Partner, Sequoia Capital

“[Hartmut's] new approach to design is felt in every room in every house in every country and in every business around the world. He is an unsing hero of our times! A Fine Line is a must-read for designers and business people alike.”

Satjiv Chahil
Senior Vice President for Worldwide Marketing, HP