Inc.

Yves Béhar

The founder of industrial design firm Fuseproject has revolutionized design at companies large and small. His high-tech secret: Keep it simple
STRIPPED DOWN “Technology quite often adds complexity to our lives,” says Yves Béhar, also the chief creative officer of Jawbone and a co-founder of August. “My role as a designer is to edit those technologies, so that they fall into the background.”

How has design thinking changed since 1993, when you started working in Silicon Valley?

Design was not seen as integral to business then. It was something you brought in at the end of a project to

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