Why good design doesn't always guarantee success

Design Management Journal, Winter 2002 by Cuffaro, Daniel F

Brian Vogel is the president of Altitude Inc., a Boston-based design and development firm. Prior to joining Altitude, Vogel was senior vice president of Product Genesis, a technology-- based product development firm in Cambridge, Massachusetts. Vogel has also been active in the leadership of the Industrial Designers Society of America and is currently serving a two-year elected term as executive vice president of that society. He has also served as chair for IDSA's Design Management Professional Interest Section, vice president of Professional Interest Sections, and as a guest, as well as a business editor, for Innovation magazine. He is also a frequent lecturer and author on product development in both academic and industry settings. Prior to his position at Product Genesis, Vogel was manager of programs with the GE Aerospace Business group and held program manager and project engineering positions at other departments within General Electric. He is also a former Navy officer.

Vogel received his BS in mechanical engineering from Penn State and his MBA from Rensselaer Polytechnic Institute. He can be reached at 617-623-7600 or b_vogel@altitudeinc.com.