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Most companies today have innovation envy. They yearn to come up with a gamechanging innovation like Apple’s iPod, or create an entirely new category like Facebook. Many make genuine efforts to be innovativethey spend on R&D, bring in creative designers, hire innovation consultants. But they get disappointing results.
Why? In The Design of Business, Roger Martin offers a compelling and provocative answer: we rely far too exclusively on analytical thinking, which merely refines current knowledge, producing small improvements to the status quo.
To innovate and win, companies need design thinking. This form of thinking is rooted in how knowledge advances from one stage to anotherfrom mystery (something we can’t explain) to heuristic (a rule of thumb that guides us toward solution) to algorithm (a predictable formula for producing an answer) to code (when the formula becomes so predictable it can be fully automated). As knowledge advances across the stages, productivity grows and costs drop-creating massive value for companies.
Martin shows how leading companies such as Procter & Gamble, Cirque du Soleil, RIM, and others use design thinking to push knowledge through the stages in ways that produce breakthrough innovations and competitive advantage.
Filled with deep insights and fresh perspectives, The Design of Business reveals the true foundation of successful, profitable innovation.
ASIN : 1422177807
Publisher : Harvard Business Review Press; Third Edition (October 13, 2009)
Language : English
Hardcover : 208 pages
ISBN-10 : 9781422177808
ISBN-13 : 978-1422177808
Item Weight : 2.31 pounds
Dimensions : 5.75 x 0.75 x 8.5 inches
Customers say
Customers find the book insightful and helpful for learning creative thinking. They appreciate the accessible language and visual models. However, opinions differ on how well it explains design thinking and its application in organizations. Some readers feel it goes to the heart of the discipline and provides useful examples, while others consider it outdated and lacking practical advice.
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