2min chapter

Time Sensitive cover image

Christian Madsbjerg on Why “Design Thinking” Is Bogus

Time Sensitive

CHAPTER

What's the Assumption of a TV?

The assumption of Samsung when I started working with them was that a TV is a piece of electronics. It's sold on pixels, it's sold on little stickers in the bottom of the screen. And then we went out and looked at families and see is that true? Is it true that it really is electronics and it turned out? No, it's furniture. It works as furniture. It fits into a room. That's when the TV business of Samsung really took off. They would also say that it's that insight that we have to design it as, talk about it as furniture. And really it should disappear.

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