Developing a new product is a complex high-wire act that balances customer needs against the reality of production budgets and demanding schedules. Your product is also placed in a noisy marketplace with lots of products vying for your customer’s attention and money. So how do you make your product stand out from the crowd? Going beyond good looks. The truth of the marketplace is that attractive products sell but even more with strong functionality. Most buyers want to support their emotional response with product details and justify their reason to buy. But how do you create that emotion and gain an edge over your competitor? An obvious answer is innovation. And that innovation starts with an imaginative industrial design with a strong eye towards functionality. With 20 years of creative energy, Steven Shiozaki, president of Shiozaki Design, has guided a range of companies, from startups like InterWave and SkyPilot, to seasoned veterans like HP and Sanyo in their pursue of de