How to create a product that will be for sale exactly? The author of this book studied history of appearance of successful services and foods, took an interview for more than 30 food designers, found out how they do what is wanted by people time after time, about what they dream and without what can not live literally, educed similar processes and showed out general strategy of success.In a book you will find the recital of that, how professionals work. In what ladle inspiration and as get along at problems at creation of successful foods. As rare pearls of ideas find, process them, check up the hypotheses and as it affects process of creation of product. As a design and prototypes give birth and as a successful product is tested and produced.The receptions described in this book will be useful for all: to both the businessmen and employees of small стартапов, and to the workers of large corporations without depending on spheres of activity.In Russian language published first.