For many in business, designing the experience before the product seems a weird thing to ask for. In the end, it is all about computers, mobile phones, game consoles, or washing machines – concrete products addressing concrete tasks. Yes, they should look and feel good, but, hey, working, talking, playing, washing is what people do and we provide products to do so. It is all about the product. This is at best "self-absorbed" as David Grzelak pointed out in his a brief opinion on Advertising Age. I would call it ignorant.

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