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Design Of Business: Why Design Thinking Is The Next Competitive Advantage (2000)

by Roger L. Martin(Favorite Author)

3.84 of 5 Votes: 5

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English

genre

review 1: This is a fascinating look at business success written by the Dean of the Rotman School of Management at the University of Toronto.Martin has been involved in business strategy for years, directly in businesses, as a consultant, and as a board member. Therefore he knows whereof he speaks. He gives solid examples of businesses that use design thinking, as well as a good overview of what design thinking really is and how to keep it from devolving into the reliable standard way of doing business. The examples include both health care and consumer products and show how management can either lead design thinking themselves or create the environment to foster it. The last chapter gives ways to help all in business to move towards this successful way of doing business.This will d... moreefinitely get you thinking out of the box.
review 2: Well i originally thought that this book would be just about design or/and business as separate entities. On the one hand, some aspects of the book does bring out the successes enjoyed by companies who adopt a design-centric approach in their business. But on the other, I do suspect that these are only more directly applicable to product-centric businesses. Nonetheless examples from Herman Miller's revolutionary Aeron chair and the ever popular Southwest Airlines evolutionary approach to strategising their business approaches could and should still be relevant. What I do strongly find lacking is greater clarity in how some of these could be further adapted and adopted in other non-design centric business entities. less

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