Monday, September 21, 2009

An Innovative Strategy: Tim Brown's CHANGE BY DESIGN

Brilliant ideas can leap fully formed into the world—but the reality is that only the most gifted few are able to have the right, fully-realized idea the first time around. The rest of us must experiment and make our ideas tangible so we can evaluate them, refine them, and zero in on the best solution.

Enter Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation by Tim Brown, CEO of IDEO. This primer to design thinking—the collaborative process by which the designer’s sensibilities and methods are employed to match people’s needs with what is technically feasible and a viable business strategy—explains that design is not a link in a corporate chain but the hub of a wheel—at the center of everything. Tim Brown shows your students how to pull "design" out of the studio and unleash its disruptive, game-changing potential across an organization.

The up-to-the-minute case studies in Change by Design demonstrate design thinking in action across a broad range of companies—from Kaiser Permanente and Kraft to the Four Season Hotels—and it shows students how design thinking can be infused into every level of an organization, product, or service to produce new and exciting business plans.

Tim Brown is CEO and president of IDEO. Ranked independently among the ten most innovative companies in the world, IDEO is the innovation and design firm that contributed to such standard-setting innovations as the first mouse for Apple and the Palm V. Today, IDEO applies its human-centered approach to drive innovation and growth for the world’s leading companies as well as government, education, healthcare, and social sectors. Tim advises senior executives and boards of Fortune 100 companies and has led strategic client relationships with such companies as Microsoft, Pepsi, Procter & Gamble, and Steelcase.

If you'd like to consider Change By Design for one of your courses, please order an examination copy. If you've already decided to assign the book as required reading, request a desk copy.


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