Within these research activities the dimensions of project and design thinking are fundamental. The transformation of the 4 P’s of Marketing (product, price, place and promotion) into the 4 P’s of Societing (people, place, plans, projects) proposed by Future Concept Lab since 2000 is explained in the final chapter of the FCL book European Asymmetries, Scheiwiller, 2002.
In this area you will find it very useful to consult books dedicated to design thinking including those by Donald A. Norman (The Design of Everyday Things), to lateral thinking like those by Edward de Bono, or the research books dedicated to successful products and to the processes of corporate creativity, firstly Vision of the future, published in 1996 by Philips, outcome of the innovative experience of the Philips Design Centre that Future Concept Lab leaded since 1997 providing the conceptual frame for the development of their new products. Other publications linked to 4Ps methodology to which FCL took part are: Alessi La Fabbrica Estetica (The aesthetics Factory) 1992; Philips Television at the Cross-roads (1994), and City, People, Light (1997); Whirlpool Project F. Fabric Care Futures (2002) and In.Kitchen (2004); Veneta Cucine Living Kitchen (2008) and Veneta Cucine Personal Kitchen (2009).

The most relevant FCL’s books in this module are:
I Boom, Lupetti, 1990 (Booms - successful companies and products in the 80’s, also published in Japanese edition)
I Nuovi Boom, Sperling & Kupfer, 1993 (The New Boom: successful trends and products in the 90’s)

We also suggest the reading of:
Malcom Gladwell, The Tipping Point, Little, 2000