Chapter 9-Design

For the first time in reading this book I can say that there were to largely interesting and intellectually stimulating chapters in a row.  For the majority of the book it seemed like Heskett got bogged down with technical jargon.  Or maybe it has just taken me this long to become accustomed to his terminology and writing style.  However, his writing seems much more concise in these later chapters than in previous readings.  His take on how McDonald’s cannot control every aspect of their franchise throughout every market around the globe, but use design as a tool to establish and maintain general standards was incredibly profound.  The paragraph above the aforementioned was also stimulating.  Heskett mentions that Mercedes Benz’ design is unified, but General Motors isn’t.  GM depends on constant differentiation with its products.  After reading this chapter I realized how important design is in terms of household tools and hygiene products.  Not every person in the world will need a fruit pealer, but almost everyone will be impressed with its efficient and effective design.  Which could cause consumers to buy based on economics, simplicity and design.