Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation »

Tim Brown is the CEO and president of IDEO. Ranked independently among the ten most innovative companies in the world, IDEO is the global consultancy 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 businesses, as well as for government, education, health care, and social sectors. Tim advises senior executives and boards of Fortune 100 companies and has led strategic client relationships with such corporations as Microsoft, PepsiCo, Procter & Gamble, and Steelcase.

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.

This book introduces the idea of 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 and a viable business strategy. In short‚ 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.

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 icnrease the quality of patient care by re−examining the ways that their nurses manage shift change‚ or Kraft to rethink supply chain management. This is not a book by designers for designers; this 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.

SEED

“Brown is clear, persuasive, and often funny... Even for those of us without our own sovereign nation or blue-chip corporation, design thinking offers a guide for rethinking and organizing our everyday creative processes.”

Introduction: The Power Of Design Thinking 1

Part I What Is Design Thinking?

1 Getting Under Your Skin, or How Design Thinking Is about More Than Style 13

2 Converting Need into Demand, or Putting People First 39

3 A Mental Matrix, or "These People Have No Process!" 63

4 Building To Think or The Power of Prototyping 87

5 Returning To the Surface, or The Design of Experiences 109

6 Spreading The Message or The Importance of Storytelling 129

Part II Where Do We Go from Here?

7 Design Thinking Meets the Corporation, or Teaching To Fish 155

8 The New Social Contract or We're All in This Together 177

9 Design Activism, or Inspiring Solutions With global Potential 203

10 Designing Tomorrow-Today 227

Acknowledgments 243

Ideo Project Case Studies 247

Index 253