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Change by Design [Kindle Edition]

Tim Brown
3.9 out of 5 stars  See all reviews (104 customer reviews)

Print List Price: $29.99
Kindle Price: $14.44
You Save: $15.55 (52%)
Sold by: HarperCollins Publishers

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Book Description

In Change by Design, Tim Brown, CEO of IDEO, the celebrated innovation and design firm, shows how the techniques and strategies of design belong at every level of business. Change by Design is not a book by designers for designers; this is a book for creative leaders who seek to infuse design thinking into every level of an organization, product, or service to drive new alternatives for business and society.  



Editorial Reviews

Review

“With people like Brown codifying design thinking, the tools are out there to solve our problems if a few people are willing to attack them with that sort of tenacity.”

About the Author

Tim Brown is the CEO and president of IDEO. Ranked independently among the ten most innovative companies in the world, IDEO is the global consultancy that contributed to such standard-setting innovations as the first mouse for Apple and the Palm V.

Today IDEO applies its human-centered approach to drive innovation and growth for the world's leading businesses, as well as for government, education, health care, and social sectors. Tim advises senior executives and boards of Fortune 100 companies and has led strategic client relationships with such corporations as Microsoft, PepsiCo, Procter & Gamble, and Steelcase.


Product Details

  • File Size: 692 KB
  • Print Length: 276 pages
  • Publisher: HarperCollins e-books; 1 edition (September 29, 2009)
  • Sold by: HarperCollins Publishers
  • Language: English
  • ASIN: B002PEP4EG
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Not Enabled
  • Lending: Not Enabled
  • Amazon Best Sellers Rank: #60,567 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews
132 of 142 people found the following review helpful
3.0 out of 5 stars High level October 7, 2009
Format:Hardcover|Vine Customer Review of Free Product (What's this?)
Tim Brown has had an amazing career working at the premier design firm in the country, IDEO. This book in part recounts stories of various clients they have worked for, and in part lays out a vision for how design can be more human centric. He discusses using these approaches for everything ranging from industrial design to social engineering.

Although the stories about the various clients are interesting, I found the book to be so high level that it was hard to take away practical steps. I would have found the book more valuable if instead of keeping the discussion at the very highest level (brainstorming is good, need to control the chaos, design goes through phases, etc) it would take some of the principles discussed and look at specifics -- here is a specific client interaction where we did x, y, z. Here is why we did it. Here is what happened. Here is a specific failure case. Here is what we learned.

Without it, although the book covers a lot of interesting case studies, it doesn't do so in a way in which I felt that I have knowledge of things to do differently in my day to day creative activities within my company, or ways in which I could interact with clients better.
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58 of 70 people found the following review helpful
Format:Hardcover
I recently read two books (this one written with Barry Katz and Roger Martin's The Design of Business) and am reading a third (Neil Sheehan's A Fiery Peace in a Cold War) in which major organizational transformations are accomplished by those who understand the power of design thinking, help their colleagues to do so, and then together, take an approach, Tim Brown suggests, "that is powerful, effective, and broadly accessible, that can be integrated into all aspects of business and society, and that individuals and teams can use to generate breakthrough ideas that are implemented and that therefore have high impact. Design thinking, the subject of this book, offers just such an approach." He goes on to acknowledge, "I was trained as an industrial designer, but it took me a long time to realize the difference between [begin italics] being [end italics] and [begin italics] thinking like [end italics] a designer. That strikes me as a critically important distinction. Brown views the power of design "not as a link in a chain but as the hub of a wheel"...not as a stage in a process but as a center of gravity, as a gravitational/centrifugal force, with involvement at all levels and in all areas of operation. "Design is now too important to be left to designers."

Brown carefully organizes his material with two Parts. First, he introduces a set of principles for design thinking that be applied by almost anyone in any organization, whatever its size and nature may be. He involves his reader in a journey through the important stages of thinking. He provides a framework that he hopes will help the reader identify the principles and practices that make for great design thinking.
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27 of 31 people found the following review helpful
5.0 out of 5 stars An Invitation And Tutorial On Design Thinking And Action September 17, 2009
Format:Hardcover|Vine Customer Review of Free Product (What's this?)
Several books and many articles have been written about the business practices and design accomplishments of the iconic Industrial Design firm IDEO. But, this most recent text instructs and invites the reader to participate in Design Thinking and Problem Solving. Beginning with a mind map to supplement the table of contents Tim Brown escorts the reader in a multi-threaded adventure in the sometimes systematic, sometimes serendipitous world of design based problem solving; including methods for brainstorming, visualization and prototyping in a variety of environments. He demonstrates and invites the reader to share the methods of thinking and acting which have resulted in true innovation not only in product form and function, but in new experiences in hospitals, amusement parks and in life-saving design and engineering efforts for the Third World. Other books illustrate the design process and share the beautiful results achieved by Product Design and Development professionals, but aside from this book and Henry Dreyfuss' "Designing for People" which is so influential it was reprinted after half a century no other text shows the reader how to think and act as designer; a skill so necessary in solving the complex problems of modern life.

I highly recommend this short text, not only to the artist, or engineer but to all concerned citizens who hope to make a contribution in solving the problems of their own life and those of a global society.

--Ira Laefsky
Information Technology and HCI Consultant
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39 of 47 people found the following review helpful
1.0 out of 5 stars Too many vignettes; not a user-friendly book February 1, 2010
Format:Hardcover|Vine Customer Review of Free Product (What's this?)
The problem with good design is that as a finished product, it tends to efface the process that led to it. Master painters and sculptors often made dozens of studies before creating the celebrated works we see in museums --- and we need to follow a similar process before we can expect to produce anything good or beautiful.

I dislike this book. The title promises so much, and then the author tries to stuff in as many vignettes as possible, giving short shrift to each, as well as to the overall message. Since every story employing [the author's firm] IDEO or a "design team" was a smashing success, the argument goes, the author's processes must be the right way to stimulate design thinking. What about the flip side of the story? Why isn't there an analysis of design failures?

Fortunately, the author summarizes the main process points in the final 15 pages of the book in CEO-talk: "begin at the beginning", "take a human-centered approach", "fail early, fail often", "get professional help", "share the inspiration", "blend big and small projects", "budget to the pace of innovation", "find talent any way you can", "design for the cycle", "don't ask what? ask why?", "open your eyes", "make it visual", "build on the ideas of others", "demand options", "balance your portfolio", "design a life".

While reading this book, I found that "design team" could often be replaced by "consultant". The author does not describe what separates mediocre design from great design; nor how to identify a good design team.

The author describes his "butterfly test", where people vote for ideas by affixing post-it notes next to items posted on the wall. This is essentially a public ballot --- a cute idea, which will only work in organizations where people won't be swayed by how others have voted; otherwise, wisdom-of-crowds benefits won't accrue.
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Most Recent Customer Reviews
5.0 out of 5 stars good stuff
good book, very useful
Published 11 days ago by GEOFRET
3.0 out of 5 stars good food for thought
It gives some good insight into design thinking, its origin and how to apply it in practice. I would recommend this book for those who haven't experienced design thinking in... Read more
Published 22 days ago by AC
3.0 out of 5 stars where are the pictures?
For a school of thought that focuses so much on the visual aspects of development it was funny that this book lacked so much in three-dimensional visuals.. Read more
Published 1 month ago by Ann m dumais
4.0 out of 5 stars Four Stars
easy to read. I am luck to have this to be one of my material of design class.
Published 1 month ago by HANZI ZHANG
3.0 out of 5 stars Could be a good book who have no idea of this field
While there are quite a few exanples the overall flow was superficial and really did not give much of an insight. Could be a good book who have no idea of this field
Published 2 months ago by Srinivas Nidugondi
5.0 out of 5 stars Five Stars
Great book
Published 2 months ago by Juan Pablo Rodríguez
5.0 out of 5 stars Five Stars
great
Published 3 months ago by Keith Nakoff
5.0 out of 5 stars THE Design Thinking book
THE Design Thinking book, is a must read for anyone wanting to learn about Design Thinking. Everyone must read this book.
Published 3 months ago by MattNichols911
4.0 out of 5 stars inspired me to think differently
This book helped to infuse creativity into my work, I highly recommend for leaders who want to challenge how they do their work.
Published 5 months ago by t young
4.0 out of 5 stars Introduction in Design Thinking by CEO of IDEO
"Change By Design" is an introduction to Design Thinking written by the CEO of IDEO, the famous design firm from which Design Thinking originates. Read more
Published 6 months ago by Bas Vodde
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More About the Author

Tim Brown is the CEO and president of IDEO. Ranked independently among the ten most innovative companies in the world, IDEO is the global consultancy that contributed to such standard-setting innovations as the first mouse for Apple and the Palm V. Today IDEO applies its human-centered approach to drive innovation and growth for the world's leading businesses, as well as for government, education, health care, and social sectors. Tim advises senior executives and boards of Fortune 100 companies and has led strategic client relationships with such corporations as Microsoft, PepsiCo, Procter & Gamble, and Steelcase.

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