Meh, this post seems like a very weak attempt to coin a new godin-ism
Return on design is the same as return on investment–it's the return on your design investment. If you do your homework and have your design done by someone experienced in design for your industry, you will reap a positive return.
Why no mention of trial-and-error, data analysis, or A/B testing when it comes to design for the web? (see the $300M button article on HN).
Re: his "the whole thing" point, I don't think many products are soley design. Yes, for some, aesthetics is an important and often deciding factor. People buy Porsches because they are a status symbol, because they are a high-performance machine, and because they like the design.
Attention to design or the influence of design does not mean the design is the product.
Return on design is the same as return on investment–it's the return on your design investment. If you do your homework and have your design done by someone experienced in design for your industry, you will reap a positive return.
Why no mention of trial-and-error, data analysis, or A/B testing when it comes to design for the web? (see the $300M button article on HN).
Re: his "the whole thing" point, I don't think many products are soley design. Yes, for some, aesthetics is an important and often deciding factor. People buy Porsches because they are a status symbol, because they are a high-performance machine, and because they like the design.
Attention to design or the influence of design does not mean the design is the product.