The Designful Company: How to build a culture of nonstop innovation

The Designful Company: How to build a culture of nonstop innovation

by Marty Neumeier
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The Designful Company: How to build a culture of nonstop innovation by Marty Neumeier

Part manifesto, part handbook, THE DESIGNFUL COMPANY provides a lively overview of a growing trend in management—design thinking as a business competence. According to the author, traditional managers have relied on a two-step process to make decisions, which he calls “knowing” and “doing.” Yet in today’s innovation-driven marketplace, managers need to insert a middle step, called “making.” Making is a phase in which assumptions are questioned, futures are imagined, and prototypes are tested, producing a wide range of options that didn’t exist before. The reader is challenged to consider the author’s bold assertion: There can be no real innovation without design. Those who are new to Marty Neumeier’s “whiteboard” series may want to ramp up with the first two books, THE BRAND GAP and ZAG. Both are easy reads.

- the top 10 “wicked problems” that only design can solve
- a new, broader definition of design
- why designing trumps deciding in an era of change
- how to harness the “organic drivetrain” of value creation
- how aesthetics add nuance to managing
- 16 levers to transform your company
- why you should bring design management inside
- how to assemble an innovation metateam
- how to recognize and reward talent

From the back cover:
The complex business problems we face today can’t be solved with the same thinking that created them. Instead, we need to start from a place outside traditional management. Forget total quality. Forget top-down strategy. In an era of fast-moving markets and leap-frogging innovations, we can no longer “decide” the way forward. Today we have to “design” the way forward—or risk ending up in the fossil layers of history. Marty Neumeier, author of THE BRAND GAP and ZAG, presents the new management engine that can transform your company into a powerhouse of nonstop innovation.

Product Details

ISBN-13: 9780321580061
Publisher: New Riders
Publication date: 12/30/2008
Series: Voices That Matter Series
Pages: 208
Sales rank: 474,265
Product dimensions: 5.34(w) x 7.96(h) x 0.58(d)

About the Author

Marty Neumeier's professional mission is to "incite business revolution by unleashing the power of design thinking." He does this by writing books, conducting workshops, and speaking internationally about the power of brand, innovation, and design. His bestselling "whiteboard" books include THE BRAND GAP, ZAG, and THE DESIGNFUL COMPANY. His video, MARTY NEUMEIER'S INNOVATION WORKSHOP, combines highlights from all three books into a hands-on learning experience. Marty serves as Director of Transformation at Liquid Agency, and divides his writing time between California and southwest France.

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The Designful Company: How to build a culture of nonstop innovation (Voices That Matter Series) 3.3 out of 5 based on 0 ratings. 3 reviews.
Anonymous More than 1 year ago
Anonymous More than 1 year ago
MrDZYN More than 1 year ago
It wasn't that long ago that a company could manufacture a mediocre product and use mass advertising to succeed in the marketplace. According to author Marty Neumeier, those days "have come to an end." [p. 61] It's innovation that's driving opportunity and market share -- think iPod, Google, Prius and NetFlix. How do you radically differentiate, as well as solve all the other persistent, pervasive, slippery problems facing business today? The answer to that question is the central theme of his book. According to Neumeier, you'll need to adapt "design principles" into your management processes, fundamentally changing the way you do business. Easier said than done, of course. How do you "trade the false security of best practices for the insecurity of new practices?" [p. 47] He has a lot of ideas about how to make it happen. I loved his good/different chart, as well as the identification of the "levers of change." This is a book about creativity and business, and it's crafted like one. Fun illustrations, text that goes over pages, and a solid index. The book isn't as much fun to read as something from Jack Trout, but if you're thinking strategically about how you'll need to shape your organization to thrive in the future, you should give this book a serious read.