The subject of ?design thinking? is the rage at business schools throughout corporations and
increasingly in the popular press?due in large part to the work of IDEO a leading design firm
and its celebrated CEO Tim Brown who uses this book to show how the techniques and strategies
of design belong at every level of business.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. Change by Design explains 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 but what is viable to the
bottom line. 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.
Introduced a decade ago the concept of design thinking remains popular at business schools
throughout corporations and increasingly in the popular press?due in large part to work of
IDEO the undisputed world leading strategy innovation and design firm headed by Tim Brown.
As he makes clear in this visionary guide?now updated with addition material including new
case studies and a new introduction?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 increase the quality of patient care by
re-examining the ways that their nurses manage shift change or Kraft to rethink supply chain
management. Change by Design is not a book by designers for designers it 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.
