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

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

by Tim Brown


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The subject of “design thinking” is the rage at business schools, throughout corporations, and increasingly in the popular press—due in large part to the work of IDEO, a leading design firm, and its celebrated CEO, Tim Brown, who uses this book to show how the techniques and strategies of design belong at every level of business.

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.

Change by Design explains 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, but what is viable to the bottom line. 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.

Introduced a decade ago, the concept of design thinking remains popular at business schools, throughout corporations, and increasingly in the popular press—due in large part to work of IDEO, the undisputed world leading strategy, innovation, and design firm headed by Tim Brown. As he makes clear in this visionary guide—now updated with addition material, including new case studies, and a new introduction—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 increase the quality of patient care by re-examining the ways that their nurses manage shift change, or Kraft, to rethink supply chain management.

Change by Design is not a book by designers for designers; it 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.

Product Details

ISBN-13: 9780061766084
Publisher: HarperCollins Publishers
Publication date: 09/29/2009
Pages: 272
Sales rank: 142,317
Product dimensions: 6.30(w) x 9.10(h) x 1.30(d)

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.”

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Change by Design 4.2 out of 5 based on 0 ratings. 15 reviews.
bookworx on LibraryThing More than 1 year ago
All disciplines seem to feel they have all the answers within their own banks, this one allows for a bait box of human nature and emphasizes cross breeding, curiosity, mistakes and the art of making them, and so reeled me in. Plus I love the idea of IDEO though the biographical brass polishing tarnishes the vibe, it got a little Jim Jonesy, without mentioning religion except antidotally regarding the press, but I digress. The single most meaningful enlightenment was to resist becoming cynical! Might have gone with Humanomics as opposed to Designthinking, already taken? If you already think, design & have an open mind, this book reads better from back to front.
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RolfDobelli More than 1 year ago
Tim Brown's understated, exciting take on innovation draws its inspiration from design; he calls the process "design thinking." Brown is CEO and president of IDEO, an influential U.S. design and innovation firm. This book conveys that innovation is the norm at IDEO. The company expects employees to come up with not just fresh ideas but new solutions to real-world problems. Brown's and IDEO's expectations of changing the world are realistic because they've done it more than once; their excitement about creation never seems giddy or off-balance. IDEO has accomplished so much that many of Brown's suggestions might seem familiar to those in the field, where IDEO's techniques are already widely known. Even so, this methodical, socially aware approach proves engaging and useful. getAbstract recommends this guide to designers, to those who works with designers and to anyone interested in innovation and creativity.
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JFGHC More than 1 year ago
Most business people and organizations nowadays are looking for ways to incorporate innovation into their processes, this book goes beyond that, written by Tim Brown who is the CEO of IDEO which is a company leader in design and innovation this book gives you an introduction to design thinking and explains why is important for you and your company to start thinking and acting this way if you want to have happy and loyal customers. The book covers many topics in innovation and gives clear examples and tips on how to use them on your own. This book is a must for anyone interested in innovation.
Anonymous More than 1 year ago