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

by Tim Brown

Overview

In Change by Design, Tim Brown, CEO of IDEO, the celebrated innovation and design firm, shows how the techniques and strategies of design belong at every level of business. Change by Design is not a book by designers for designers; this is a book for creative leaders who seek to infuse design thinking into every level of an organization, product, or service to drive new alternatives for business and society.  

Product Details

ISBN-13:	9780061937743
Publisher:	HarperCollins
Publication date:	09/29/2009
Sold by:	HARPERCOLLINS
Format:	eBook
Pages:	272
File size:	695 KB

About the Author

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.

Table of Contents

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

What People are Saying About This

Chip Heath

“It’s like getting golf tips from Tiger Wood’s coach. Tim Brown’s firm IDEO has won more medals for innovative design than anyone in the world. If you want to be more innovative at work or in life, study with the coach of champions.”

Ivy Ross

“Design thinking... is a way of seeing the world and approaching constraints that is holistic, interdisciplinary, and inspiring.”

Peter F. Eder

“With clarity and crispness, Tim Brown, CEO of the honored, global design consultancy IDEO, demonstrates through noteworthy examples how the principles of design found in a studio can be applied to many of the most urgent challenges facing society, business and government today.”

Gary Hamel

“In his highly readable and compelling new book, Change by Design, Tim argues that “design thinking” needs to permeate every organization—and shape all of its interactions with its constituents.”

Robert I. Sutton

“Tim Brown has written the definitive book on design thinking. Brown’s wit, experience, and compelling stories create a delightful journey. His masterpiece captures the emotions, mindset, and methods required for designing everything from a product, to an experience, to a strategy in entirely different ways.”

Editorial Reviews

In his highly readable and compelling new book, Change by Design, Tim argues that “design thinking” needs to permeate every organization—and shape all of its interactions with its constituents.

Gary Hamel

With clarity and crispness, Tim Brown, CEO of the honored, global design consultancy IDEO, demonstrates through noteworthy examples how the principles of design found in a studio can be applied to many of the most urgent challenges facing society, business and government today.

Peter F. Eder

Brown makes a potent case for employing this creative collaboration in a variety of settings.

Miami Herald

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.

SEED

Design thinking... is a way of seeing the world and approaching constraints that is holistic, interdisciplinary, and inspiring.

Ivy Ross

Tim Brown’s vision, intellect, empathy and humility shine through every page of this book. Change by Design is for dreamers and doers, for corporate executives and NGO leaders, for teachers, students and those interested in the art of innovation.

Jacqueline Novogratz

With people like Brown codifying design thinking, the tools are out there to solve our problems if a few people are willing to attack them with that sort of tenacity.

Core77

Tim Brown has written the definitive book on design thinking. Brown’s wit, experience, and compelling stories create a delightful journey. His masterpiece captures the emotions, mindset, and methods required for designing everything from a product, to an experience, to a strategy in entirely different ways.

Robert I. Sutton

This should be mandatory reading for marketers and engineers who can’t understand why a product as cool as the Segway wasn’t a breakout hit.

Inc.

In his new book, the CEO of design shop IDEO shows how even hospitals can transform the way they work by tapping frontline staff to engineer change.

BusinessWeek

It’s like getting golf tips from Tiger Wood’s coach. Tim Brown’s firm IDEO has won more medals for innovative design than anyone in the world. If you want to be more innovative at work or in life, study with the coach of champions.

Chip Heath

Brown writes with a winning combination of thoughtfulness, pragmatism and enthusiasm... He avoids the trap of presenting design thinking as a panacea. Mr. Brown charts its failures as well as successes…

New York Times

"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."

Seed