In Product Creativity Assessment Of Innovations Considering The Creative Process the 4 basics of product capabilities are compared to each other: Engineering - technical advancement; Design - aesthetic appeal; Marketing & Storytelling - creativity level; and Finance - purchaseability are compared to each other. What becomes surprising is that somehow, storytelling and the ability to connect to ( but not specified ) different storytelling groups, Trumps the other more specific and measurable factors. Simply, art is what impacts ROI more than any other factor give a equalized product capability. With cases where there is a superior capability in the other 4 areas, when combined with storytelling there is even higher a jump in product desire. Art it seems trumps design again.
