Buying into the blueprint
13 September 2012
If purchasers think like designers, they are more likely to get a new product or service that works as intended and leaves their customers satisfied, explains Alexis Brooks
A story for our times: there surely couldn’t be anything much simpler than buying bunk beds for soldiers on operations overseas. The Ministry of Defence decided not long ago that it needed new bunks for hundreds of troops, so it went ahead and ordered them in the usual way. A well-known common design appeared to meet its needs.
Once the beds were delivered, it...