Most companies today have innovation envy. They yearn to come up
with a game--changing innovation like Apple's iPod, or create an
entirely new category like Facebook. Many make genuine efforts to
be innovative--they spend on R&D, bring in creative designers,
hire innovation consultants. But they get disappointing results.
Why? In "The Design of Business," Roger Martin offers a compelling
and provocative answer: we rely far too exclusively on analytical
thinking, which merely refines current knowledge, producing small
improvements to the status quo.
To innovate and win, companies need design thinking. This form of
thinking is rooted in how knowledge advances from one stage to
another--from mystery (something we can't explain) to heuristic (a
rule of thumb that guides us toward solution) to algorithm (a
predictable formula for producing an answer) to code (when the
formula becomes so predictable it can be fully automated). As
knowledge advances across the stages, productivity grows and costs
drop-creating massive value for companies.
Martin shows how leading companies such as Procter & Gamble,
Cirque du Soleil, RIM, and others use design thinking to push
knowledge through the stages in ways that produce breakthrough
innovations and competitive advantage.
Filled with deep insights and fresh perspectives, "The Design of
Business" reveals the true foundation of successful, profitable
innovation.
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