Why does one product become a hit and another a flop? The answer is design. Only if it is beautiful and easy do customers line up. Attractive design has become the deciding factor for success. The chair you sit on, the veggie burger on your plate, the haircut at your barbershop, the sound your car door makes when you close it: everything is deliberately designed. And it works: design is now more important than price, quality or technology. In The Design Factor, Lucas Verwey shows how the world around us is designed. Using well-known and unknown designs, he explains what that actually is, design. What does it deliver? Is it always well-intentioned or are we being manipulated? And how can you yourself seduce people with attractive products and services?