The Design of Business: Why Design Thinking is the Next Competitive AdvantageMost companies today have innovation envy. They yearn to come up with a game--changing innovation like Apple's iPod, or create an entirely new category like Facebook. Many make genuine efforts to be innovative--they 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 another--from 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. |
What people are saying - Write a review
Reviews aren't verified, but Google checks for and removes fake content when it's identified
User Review - Flag as inappropriate
I feel this is very clear, and well laid out. The author places particular importance on balancing exploratory thinking and exploitative thinking. This is a must-read for anyone starting a business with the end-user in mind.
User Review - Flag as inappropriate
I found the presented framework of Mystery -> Heuristics -> Algorithm extremely interesting as a philosophic topic, but completely useless in terms of applicability.
Sorry.
Tons of examples seem to be inserted in the book just to make it longer.
The idea is clarified in the first 10 pages, all the rest is author's stubborn intention to prove his framework works.
Only it doesn't. One can come up with the same number of counter-examples.
Contents
Martin 01 001032 r1 bmpdf | 1 |
Martin 03 057078 r1 bmpdf | 57 |
Martin 04 079104 r1 bmpdf | 79 |
Martin 05 105132 r1 bmpdf | 105 |
Martin 06 133150 r1 bmpdf | 133 |
Martin 07 151178 r1 bmpdf | 151 |
Martin 99a 179182 NOT r1 bmpdf | 179 |
| 183 | |
Martin 99c 191194 ABA r2 azpdf | 191 |
Other editions - View all
Design of Business: Why Design Thinking is the Next Competitive Advantage Roger L. Martin Limited preview - 2009 |
Common terms and phrases
abductive activities advance advantage algorithm American analytical answer approach balance become brand budget build capital chair challenge chapter colleagues comes consistent consumers continued corporate cost create creative culture customers demand design thinker desired develop drive efficiency embrace entirely executives existing experience exploitation exploration firms focus future goal going hand heuristic ideas important industry innovation integrated intuitive knowledge funnel Kotchka Lafley Lazaridis lead less logic look McDonald’s Michigan move mystery norms operation organization originality past planning powerful prediction problem processes question reasoning refining reliability result rewards says School seek senior share skills solution solve stage stance strategy structures successful task things thinking tion turn understanding validity wanted wicked
Bibliographic information
| Title | The Design of Business: Why Design Thinking is the Next Competitive Advantage |
| Author | Roger L. Martin |
| Edition | illustrated |
| Publisher | Harvard Business Press, 2009 |
| ISBN | 1422177807, 9781422177808 |
| Length | 191 pages |
| Export Citation | BiBTeX EndNote RefMan |