Carroll’s book, The Nurnberg Funnel, outlined a new philosophy. Instead of focusing on the needs and values of the system designers, it shifted attention onto the end-user, the secretary in the office who needs to hyphenate a compound word.
Steve Jobs and Steve Wozniak, among others, quickly adopted a similar approach and more would soon follow. Writing a manual from a minimalist point of view, Carroll says, proved enormously successful because it harnessed the true source of all learning—active engagement. Short, succinct manuals allow the user to dive into many different tasks and to accomplish them quickly, thereby gaining a sense of control and autonomy that inspires further learning. "Skeptics would say we weren't providing the user with any theoretical foundation," Carroll says, “but we found that people got through their initial learning faster, and that later on, when they needed to learn more complex tasks, the users were also better at doing that, too.”
It's a fair summary of Nike's annual challenge—to unveil a new shoe that promises more agility, more durability, and, somehow, more LeBron. The company does its job well: This year, James's shoe will bring in $300 million in U.S. revenue, according to SportsOneSource. So as Nike releases the newest model, the LeBron 12, its team dishes on how it designs in collaboration—and keeps fresh a very important, very visible 12-year relationship.
The Dish, primarily used as a testing site for future rides and experiences, is the first stop during a two-hour tour of the latest and greatest tech in the works at the company’s theme parks. Though Iger, the chief executive officer of the Walt Disney Co. , is a frequent voyeur at Imagineering, today is a special visit. Each year the chemical engineers, software developers, and roboticists in this particular research division—one of five at the company—have an opportunity to formally present their wildest (and, with any luck, economically viable) innovations to the boss.
Fortune which describes the tech empire across Lucasfilm, Pixar, Marvel, ESPN and the rest of Disney
Novelis, the world’s largest aluminum recycler, showed Ford how it could afford the switch to higher-priced aluminum (adding about $750 per truck) by using recycled scrap instead of buying virgin aluminum mined from bauxite. Together they created an innovative supply chain that allows Ford to recover a big chunk of its aluminum costs by selling the scrap back to its suppliers and reusing it.
Phil Martens, a former Ford executive who is now chief executive of Atlanta-based Novelis, says the virtuous circle is a clever example of risk management. “Give us your scrap and that will turn into your product.”
The result is the world’s smartest all-purpose party starter. It stores food and drinks, sure. But it also touts a blender (“for vodkaritas,” Grepper offers), an LED lid light (“to see if you’re reaching for beer or Clamato juice”), a USB charger (“so nobody’s phone dies”), a Bluetooth speaker (for tunes) and big wheels designed to navigate many terrains (beach, parking lot). “I just want to make the coolest cooler out there,” says Grepper. Hence the name: Coolest Cooler.