"The Power of Design", published on BusinessWeek magazine, May 17, 2004, can be downloaded in PDF format.

IDEO redefined good design by creating experiences, not just products. Now it's changing the way companies innovate.

IDEO, Inc. provides design, engineering, social science, and business strategy services. It offers strategic services, including exploration, service design, and transformation; and design services, such as environments, digital experiences, and product development.

The company guides in the creation of products, services, environments, and digital interactions that support and extend the brand experience. It serves clients in healthcare, consumer goods, business, government, education, entertainment, technology, and services industries.

IDEO, Inc. was founded in 1991 as IDEO Product Development, Inc. and changed its name to IDEO, Inc. in 1998. The company is based in Palo Alto, California. IDEO, Inc. operates as a subsidiary of Steelcase, Inc.

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