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Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation Hardcover – September 29, 2009


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Frequently Bought Together

Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation + Creative Confidence: Unleashing the Creative Potential Within Us All + The Ten Faces of Innovation: IDEO's Strategies for Defeating the Devil's Advocate and Driving Creativity Throughout Your Organization
Price for all three: $55.41

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Product Details

  • Hardcover: 272 pages
  • Publisher: HarperBusiness (September 29, 2009)
  • Language: English
  • ISBN-10: 0061766089
  • ISBN-13: 978-0061766084
  • Product Dimensions: 9.3 x 6.3 x 1 inches
  • Shipping Weight: 1.7 pounds (View shipping rates and policies)
  • Average Customer Review: 3.8 out of 5 stars  See all reviews (96 customer reviews)
  • Amazon Best Sellers Rank: #5,107 in Books (See Top 100 in Books)

Editorial Reviews

Review

“Brown writes with a winning combination of thoughtfulness, pragmatism and enthusiasm... He avoids the trap of presenting design thinking as a panacea. Mr. Brown charts its failures as well as successes…” (New York Times)

“It’s like getting golf tips from Tiger Wood’s coach. Tim Brown’s firm IDEO has won more medals for innovative design than anyone in the world. If you want to be more innovative at work or in life, study with the coach of champions.” (Chip Heath, co-author of Made to Stick)

“In his new book, the CEO of design shop IDEO shows how even hospitals can transform the way they work by tapping frontline staff to engineer change.” (BusinessWeek)

“This should be mandatory reading for marketers and engineers who can’t understand why a product as cool as the Segway wasn’t a breakout hit.” (Inc.)

“Tim Brown has written the definitive book on design thinking. Brown’s wit, experience, and compelling stories create a delightful journey. His masterpiece captures the emotions, mindset, and methods required for designing everything from a product, to an experience, to a strategy in entirely different ways.” (Robert I. Sutton, author of The No Asshole Rule)

“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.” (Core77)

“Tim Brown’s vision, intellect, empathy and humility shine through every page of this book. Change by Design is for dreamers and doers, for corporate executives and NGO leaders, for teachers, students and those interested in the art of innovation.” (Jacqueline Novogratz, founder, Acumen Fund and author, The Blue Sweater)

“Design thinking... is a way of seeing the world and approaching constraints that is holistic, interdisciplinary, and inspiring.” (Ivy Ross, executive vice president of marketing, The Gap)

“Brown is clear, persuasive, and often funny... Even for those of us without our own sovereign nation or blue-chip corporation, design thinking offers a guide for rethinking and organizing our everyday creative processes.” (SEED)

“Brown makes a potent case for employing this creative collaboration in a variety of settings.” (Miami Herald)

“With clarity and crispness, Tim Brown, CEO of the honored, global design consultancy IDEO, demonstrates through noteworthy examples how the principles of design found in a studio can be applied to many of the most urgent challenges facing society, business and government today.” (Peter F. Eder, World Future Review)

“In his highly readable and compelling new book, Change by Design, Tim argues that “design thinking” needs to permeate every organization—and shape all of its interactions with its constituents.” (Gary Hamel, writer of Management 2.0)

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.


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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Customer Reviews

I was new to design thinking, so that Brown's book has had great impact on me.
Alexandre Winkler
So, the title is a bit of a miss, but that's really the worst thing that can be said critically of this book.
Brian D. Newby
It is easy to read, not all that long, and definitely worth your time and enjoyment.
Lobsterfrosting

Most Helpful Customer Reviews

126 of 136 people found the following review helpful By M. Hyman VINE VOICE on 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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57 of 68 people found the following review helpful By Robert Morris HALL OF FAMETOP 100 REVIEWERVINE VOICE on October 10, 2009
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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26 of 30 people found the following review helpful By Ira Laefsky VINE VOICE on 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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28 of 33 people found the following review helpful By Joseph T. Kutchera on December 14, 2010
Format: Hardcover
A book by the CEO of IDEO about design thinking comes with high expectations. Unfortunately, this book falls seriously short mostly because it blatantly promotes his company instead of discussing real problems, stories and solutions. All roads lead to IDEO. Done. But, is business innovation really so simple?

Tim Brown is not alone. Many CEO's write books to overtly promote their works, clients, and methodologies. I'd imagine that is why Peter Drucker, the management guru from Harvard University, gave a funny answer to a question asked by a journalist at FORTUNE Magaine - "What business books do you read?" Drucker - "I don't read business books. I read Shakespeare."

If you want to read an excellent book about innovation, I found "The Victorian Internet," well-written and researched. It discusses the advent of the telegraph and how its leaders came up with solutions to the myriad problems from the new technology. It provides a surprising parallel to the dot com boom of 1998-2001. By analyzing history, we are better equipped to look around corners and prepare for the future.
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