The authors, design practitioners and educators bringing together 15 years of knowledge in this publication have produced the first book on how designers can formulate a vision for new and appropriate products. They call this approach Vision in Product Design (ViP). The approach strikes a good balance between structuring the process of design and allowing the designers to take a personal position and fully express themselves in the process of producing a product. It is both a method and a design philosophy. In addition to explaining what ViP is all about, this book offers a rich array of narratives, expressed through conversations, cases, literature, creative materials, illustrative models and pictures. Through these different routes, the reader will get a better understanding of ViP and will be able to interact with the book in more diverse ways, both in practice and in an educational context.