This Element is an excerpt from From Concept to Consumer: How to Turn Ideas into Money (ISBN: 9780137137473) by Phil Baker. Available in print and digital formats. Why design matters more now than ever, what every company can learn from Apple, and a five-step industrial design process that works . One element is among the most important parts of creating a successful consumer technology product: industrial design. It's so powerful that it can impact the emotional bond between product and user. As products become smaller and more personal, they become expressive of who we are. Thus, ID becomes even more important....