Make It New - The History of Silicon Valley Design

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California's Silicon Valley boasts the highest concentration of designers globally, encompassing corporate design offices at major tech firms, volunteers at NGOs, global consultancies, boutique studios, research labs, and academic programs. This interconnected network has shaped Silicon Valley's identity. While Apple products are renowned for being Designed in California, the significance of design in the region predates the founding of Apple by Steve Jobs and Steve Wozniak. Barry Katz presents a unique perspective on how design has been pivotal in transforming Silicon Valley into a leading innovation hub. From the 1950s with companies like Hewlett-Packard and Ampex to contemporary giants like Google and Facebook, design has bridged the gap between research and development, art and engineering, and technical performance and human behavior. Katz explores the origins of influential design consultancies, such as IDEO and frog, and illustrates how major companies have integrated design into their core strategies. Additionally, universities, foundations, and governments have adopted design thinking to enhance their missions. Through extensive primary sources and interviews with key design leaders like Douglas Engelbart, Steve Jobs, and Don Norman, Katz uncovers design as the essential link in Silicon Valley's innovation ecosystem.