“Product Design and the Elusive Golden Egg” is a quick but essential read for product designers. It is just one of the lessons frequently missed from a the design school curriculum. Leyens highlights the relative values of talent, creativity and commercial thinking.
Warning! Do not be fooled by the brevity of this short text, as it packs a powerful punch by dispelling the myth that the value of a great product concept lies solely within the concept itself. This, together with its companion publication, “Creatively Commercial”, offer critical “hacks” for creative individuals intent on breaking into the commercial sector of product design.