"This book is fantastic. This is a must-read for designers who want to fulfill their potential-treated equally to their peers in technology and business-and ultimately secure a seat at the table with business managers and developers. If you''re a designer who thinks getting ahead means you have to go back to school for an MBA, read this book first. Pulling from agile methods in design, Fish and Kiekbusch provide a concrete step-by-step product vision process. The book proves while correcting lack of business acumen is important, vision is the designer''s way forward. It''s essentially a playbook that sets the stage towards successful product validation-outlining a workflow for any designer who wishes to ''level up'' from being a tactical designer to a strategic designer. I highly recommend this book for anyone interested in design leadership."
-Heather Shaw, Professor, Department Chair of Design, Lesley Art + Design
Today, design is a critical business competenc
