Design of Business : Why Design Thinking is the Next Competitive Advantage
Most 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 thinkin
1 online resource (109 pages)
9781422177808, 1422177807
1027195174