Column
Will your machines make customers more successful tomorrow?
How economic value for customers changes the development task and must become clear in the product.
Read articleINSIGHTS
Ideas that take you further.
Columns, articles and press releases about what products can achieve for companies.
Column
Technology does not make buying decisions clear
Why technological superiority must first be understood before customers can decide.
Read articleColumn
When products become interchangeable: what still sets manufacturers apart
Why recognisability, shared operating principles and a coherent portfolio strengthen the economic impact of technical expertise.
Read articleColumn
This is where your solution's success is decided
Why the intended market impact must be preserved from the initial decision through to the finished product.
Read articleColumn
High-tech on the outside, a patchwork inside? Dealbreakers in mechanical engineering
How machine manufacturers gain or lose trust through the interplay of technology, operation and appearance.
Read articleColumn
Usability fails because of excuses, not technology
Why intuitive operation concerns the entire machine and becomes a strategic development task.
Read articleColumn
Successful companies get more out of their trade fair presence
How a trade fair presence can achieve more than maintaining contacts and making sales.
Read articleColumn
Hilti and Liebherr: Every single product represents the brand
How product design and brand management work together — with examples from Hilti and Liebherr.
Read articleColumn
Industrial design creates recognition for capital goods
How different products come together as a recognisable family.
Read article