Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation
The myth of innovation is that brilliant ideas leap fully formed from the minds of geniuses. The reality is that most innovations come from a process of rigorous examination through which great ideas are identified and developed before being realized as new offerings and capabilities.\ This book introduces the idea of design thinking the collaborative process by which the designer's sensibilities and methods are employed to match people's needs not only with what is technically feasible and a...
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The myth of innovation is that brilliant ideas leap fully formed from the minds of geniuses. The reality is that most innovations come from a process of rigorous examination through which great ideas are identified and developed before being realized as new offerings and capabilities. This book introduces the idea of design thinking‚ the collaborative process by which the designer′s sensibilities and methods are employed to match people′s needs not only with what is technically feasible and a viable business strategy. In short‚ design thinking converts need into demand. It′s a human−centered approach to problem solving that helps people and organizations become more innovative and more creative. Design thinking is not just applicable to so−called creative industries or people who work in the design field. It′s a methodology that has been used by organizations such as Kaiser Permanente to icnrease the quality of patient care by re−examining the ways that their nurses manage shift change‚ or Kraft to rethink supply chain management. This is not a book by designers for designers; this is a book for creative leaders seeking to infuse design thinking into every level of an organization‚ product‚ or service to drive new alternatives for business and society. SEED “Brown is clear, persuasive, and often funny... Even for those of us without our own sovereign nation or blue-chip corporation, design thinking offers a guide for rethinking and organizing our everyday creative processes.”
Introduction: The Power Of Design Thinking 1Part I What Is Design Thinking?1 Getting Under Your Skin, or How Design Thinking Is about More Than Style 132 Converting Need into Demand, or Putting People First 393 A Mental Matrix, or "These People Have No Process!" 634 Building To Think or The Power of Prototyping 875 Returning To the Surface, or The Design of Experiences 1096 Spreading The Message or The Importance of Storytelling 129Part II Where Do We Go from Here?7 Design Thinking Meets the Corporation, or Teaching To Fish 1558 The New Social Contract or We're All in This Together 1779 Design Activism, or Inspiring Solutions With global Potential 20310 Designing Tomorrow-Today 227Acknowledgments 243Ideo Project Case Studies 247Index 253
\ Chip Heath"It’s like getting golf tips from Tiger Wood’s coach. Tim Brown’s firm IDEO has won more medals for innovative design than anyone in the world. If you want to be more innovative at work or in life, study with the coach of champions."\ \ \ \ \ Robert I. Sutton"Tim Brown has written the definitive book on design thinking. Brown’s wit, experience, and compelling stories create a delightful journey. His masterpiece captures the emotions, mindset, and methods required for designing everything from a product, to an experience, to a strategy in entirely different ways."\ \ \ Ivy Ross"Design thinking... is a way of seeing the world and approaching constraints that is holistic, interdisciplinary, and inspiring."\ \ \ \ \ Peter F. Eder"With clarity and crispness, Tim Brown, CEO of the honored, global design consultancy IDEO, demonstrates through noteworthy examples how the principles of design found in a studio can be applied to many of the most urgent challenges facing society, business and government today."\ \ \ \ \ Gary Hamel"In his highly readable and compelling new book, Change by Design, Tim argues that "design thinking" needs to permeate every organization—and shape all of its interactions with its constituents."\ \ \ \ \ SEED“Brown is clear, persuasive, and often funny... Even for those of us without our own sovereign nation or blue-chip corporation, design thinking offers a guide for rethinking and organizing our everyday creative processes.”\ \ \ \ \ Core77"With people like Brown codifying design thinking, the tools are out there to solve our problems if a few people are willing to attack them with that sort of tenacity."\ \ \ \ \ New York Times"Brown writes with a winning combination of thoughtfulness, pragmatism and enthusiasm... He avoids the trap of presenting design thinking as a panacea. Mr. Brown charts its failures as well as successes…"\ \ \ \ \ Inc."This should be mandatory reading for marketers and engineers who can’t understand why a product as cool as the Segway wasn’t a breakout hit."\ \ \ \ \ Miami Herald"Brown makes a potent case for employing this creative collaboration in a variety of settings."\ \ \ \ \ BusinessWeek"In his new book, the CEO of design shop IDEO shows how even hospitals can transform the way they work by tapping frontline staff to engineer change."\ \ \ \ \ Seed"Brown is clear, persuasive, and often funny... Even for those of us without our own sovereign nation or blue-chip corporation, design thinking offers a guide for rethinking and organizing our everyday creative processes."\ \ \ \ \ Jacqueline Novogratz"Tim Brown’s vision, intellect, empathy and humility shine through every page of this book. Change by Design is for dreamers and doers, for corporate executives and NGO leaders, for teachers, students and those interested in the art of innovation."\ \ \ \ \ New York Times“Brown writes with a winning combination of thoughtfulness, pragmatism and enthusiasm... He avoids the trap of presenting design thinking as a panacea. Mr. Brown charts its failures as well as successes…”\ \ \ \ \ Miami Herald“Brown makes a potent case for employing this creative collaboration in a variety of settings.”\ \ \ \ \ BusinessWeek“In his new book, the CEO of design shop IDEO shows how even hospitals can transform the way they work by tapping frontline staff to engineer change.”\ \ \ \ \ Inc.“This should be mandatory reading for marketers and engineers who can’t understand why a product as cool as the Segway wasn’t a breakout hit.”\ \ \ \ \ Core77“With people like Brown codifying design thinking, the tools are out there to solve our problems if a few people are willing to attack them with that sort of tenacity.”\ \
