Martin, Roger L.
Design of Business: Why Design Thinking is the Next Competitive Advantage
- ISBN 13:
- 9781422177808
- author:
- Martin, Roger L.
- format:
- HardBack
- publisher:
- Harvard Business School Press
- language:
- English
- Publication Year:
- 2009
- Pages:
- 256
- Dimensions:
- 139 mm X 209 mm
- Genre:
- Management & management techniques
- Condition:
- New
- Availability:
- Item usually sent within 10 working days
Description
The Design of Business: Why Design Thinking is the Next Competitive Advantage by Roger L. Martin offers a compelling answer to why many companies struggle with innovation despite their best efforts. Analytical thinking, which relies on refining current knowledge, can only produce small improvements to the status quo. To innovate and win, companies need design thinking, a form of thinking that advances knowledge through stages from mystery to algorithm. Leading companies such as Procter & Gamble, Cirque du Soleil, and RIM use design thinking to push knowledge through these stages, producing breakthrough innovations and competitive advantage. This book reveals the true foundation of successful, profitable innovation, providing deep insights and fresh perspectives on how to apply design thinking in business.
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