Feel factor -- "If IDEO is the yang of the design industry, then Sony is the yin as the two companies ideologies are diametrically opposed. Arguably the most recognised consumer electronics brand in the world, Sony also runs one of the most secretive design centres in the technology industry. In fact, meeting end users to determine their needs isn't found anywhere in its design methodology. "Basically, we do not research the market since our goal is to create a new market," says Masaharu Kashii, general manager of Sony's Creative Centre in Tokyo." (Dan's Comments: Having used a Sony laptop, no real suprises.)