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Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation Hardcover – September 29, 2009
"The Industries of the Future"
Innovation expert Alec Ross explains what’s next for the world. Learn more.
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“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 organizationand 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
Top Customer Reviews
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.
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.
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.
Information Technology and HCI Consultant
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.Read more ›
Most Recent Customer Reviews
Great Book about design thinking, design breeding, bringing design to every day life and bringing everyday life to design. Read morePublished 3 months ago by Vicbarrera