0-465-06710-7Basic Books 9780465067107 0465067107 Aug-02 List Price: $16.95Paperback257 pages Our Price: $13.56 First, businesses discovered quality as a key competitive edge; next came service. Now, Donald A. Norman, former Director of the Institute for Cognitive Science at the University of California, reveals how smart design is the new competitive frontier. In this entertaining and insightful analysis, Norman hails excellence of design as the most important key to regaining the competitive, edge in influencing consumer behavior. Expanded and updated, with a new introduction by the author, The Design of Everyday Things is a powerful primer on how--and why--some products satisfy customers while others only frustrate them.