Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation
by Tim Brown. HarperCollins. 2009. 260 pages. Paperback. $27.99.
Design executive Tim Brown attributes many of the boldest innovations in business today to “design thinking,” a radical product-development strategy that “pulls design out of the studio” and channels the creativity of everyone in a company or organization, from the CEO down to the entry-level employee.
Brown describes the design-thinking process and the principles that underlie it: shifting thinking from “problem” to “project”; working in small teams, rather than large groups; supplementing incremental innovation with evolutionary innovation that extends beyond a company’s traditional base and takes it in new directions; people from different disciplines joining forces; creating stories to share ideas; and empathizing with real people, so as to create products and services that will improve their lives.
The Palm Pilot, the Wii, and Netflix all were born of design thinking, according to Brown. It’s catching on in hospitals, universities, NGOs, and businesses of every industry. He is hopeful that, as design thinking continues to spread, it will help industries and organizations of all kinds to resolve a much wider range of problems than they had ever thought possible.
Change By Design offers inspirational reading for entrepreneurs and designers in many fields of industry.
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