( B ) Thomas Watson Jr. told Wharton students in 1973 that good design is good business. The
idea seemed quixotic, silly even. To many people, design still meant the 21 polish of nicer
homes and cleaner graphics. But Watson had earned the right to his belief. The recently retired
IBM CEO was a business oracle, 22 the company tenfold during his tenure by transforming
its signature product line. Once 23 the grime of cogs and springs, Big Blue had become
the face of a new computer age. Watson had always been a pioneering advocate for design. In
1953, he recruited Eliot Noyes to reinvent the street-level showroom at IBM’s Manhattan
headquarters. And as IBM transformed, it became 24 with the rise of modernism.
Innovation today is 25 linked with design--- and design has been a decisive advantage in
countless industries, not to mention crucial tool to 26 commoditization. The easiest is
that design allows us to 27 customer’s lust--- and demand higher prices as a result. So
why change? Because good design is very profitable.
【題組】24. (A) detrimental (B) feasible (C) effusive (D) synonymous
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