ABSTRACT
Design is a cultivated form of invention, taking many forms. The Design Council studied 11 global businesses and identified four sequential steps common to their design processes: discover, define, develop and deliver. In psychophysics, the term 'just noticeable difference' (JND) is helpful in defining the smallest detectable difference between a starting and secondary level of a particular sensory stimulus. Storytelling is an ancient art practised by people of all cultures since the dawn of human history, and it sustains meaningful cultural information through a rich archive of folklore, legend and other social narratives. This chapter contains different examples to describe about different layers of narrative. Swiss industrial analyst Walter Stahel discusses certain narrative phenomena in terms of their 'teddy bear factor'. In 1950, science fiction writer Isaac Asimov created his first collection of short stories entitled I, Robot, consisting of nine tales depicting the lives of positronic androids.
