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The Design of Business : Why Design Thinking Is the Next Competitive Advantage by Roger L. Martin is a business book available to read on EtoBox.

What is The Design of Business : Why Design Thinking Is the Next Competitive Advantage about?

Most companies today have innovation envy. They yearn to come up with a gamechanging innovation like Apple's iPod, or create an entirely new category like Facebook. Many make genuine efforts to be innovativethey 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 anotherfrom 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 way

Who reads The Design of Business : Why Design Thinking Is the Next Competitive Advantage?

Author

Roger L. Martin

Publisher

Perseus Books Group

Published

2009

Language

EN

ISBN

9781422177808

Category

business

Subjects

Management, Fiction, Business

Rating

3.89 / 5 (1,060 ratings)

Updated

2026-03-14