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The Design of Business: Why Design Thinking Is the Next Competitive Advantage
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The Design of Business: Why Design Thinking Is the Next Competitive Advantage Hardback - 2009

by Roger L. Martin

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From the publisher

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 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.

Details

  • Title The Design of Business: Why Design Thinking Is the Next Competitive Advantage
  • Author Roger L. Martin
  • Binding Hardback
  • Edition Third Edition
  • Pages 208
  • Volumes 1
  • Language ENG
  • Publisher Harvard Business Review Press, Boston, Mass
  • Publication date 2009-10-13
  • Features Bibliography, Dust Cover, Index, Table of Contents
  • ISBN 9781422177808 / 1422177807
  • Weight 0.7 lbs (0.32 kg)
  • Dimensions 8.3 x 5.7 x 0.9 in (21.08 x 14.48 x 2.29 cm)
  • Category Business / Economics / Finance
  • Library of Congress subjects Management, Creative ability in business
  • Library of Congress Catalogue Number 2009021389
  • Dewey Decimal Code 658.406

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Citations

  • Booklist, 10/15/2009, Page 11
  • Reference and Research Bk News, 02/01/2010, Page 108

About the author

Roger Martin is dean of the Rotman School of Management at the University of Toronto and a professor of strategic management at the school. He authored The Responsibility Virus, The Opposable Mind, and many articles in leading business publications including Harvard Business Review, BusinessWeek, Fast Company, and Barron's.

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