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Designing for Growth: A Design Thinking Tool Kit for Managers (Columbia Business School Publishing) Hardcover – June 28, 2011


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Frequently Bought Together

Designing for Growth: A Design Thinking Tool Kit for Managers (Columbia Business School Publishing) + The Designing for Growth Field Book: A Step-by-Step Project Guide (Columbia Business School Publishing) + Solving Problems with Design Thinking: Ten Stories of What Works (Columbia Business School Publishing)
Price for all three: $58.49

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Product Details

  • Series: Columbia Business School Publishing (Book 2)
  • Hardcover: 248 pages
  • Publisher: Columbia University Press; 1ST edition (June 28, 2011)
  • Language: English
  • ISBN-10: 0231158386
  • ISBN-13: 978-0231158381
  • Product Dimensions: 8.8 x 8.8 x 0.9 inches
  • Shipping Weight: 2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (29 customer reviews)
  • Amazon Best Sellers Rank: #39,574 in Books (See Top 100 in Books)

Editorial Reviews

Review

This is an eye-opening book that will reveal the action-based approach to design thinking, the series of inaccurate assumptions made in most business thinking, and how to become better at recognizing and strategizing around opportunities that exist within not only our core business, but other avenues as well.

(800-CEO-Read)

[This] book is rich with information on each tool, taking you through the elements clearly and crisply. If design thinking intrigues you, this would be a good place to start.

(Harvey Schachter Globe & Mail)

Anyone wishing to get up to speed on design thinking by actually test-driving the methodology on their own will find great value in this tutorial-in-a-book

(Matthew May AMEX OPEN Forum)

A fine survey of a hot business trend.... Highly recommended.

(The Midwest Book Review)

Review

This intelligent how-to follow-up to the first wave of popular design books will serve as a useful guide to going through a design project from start to finish.


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Customer Reviews

It is a very practical guide, but still emphasizes the theory of design.
Ed O'Brien
Fantastic book a must read for anyone in business ,professionals or just anyone who's curious about design thinking.
fawzaan barry
For all the fancy colorful text and pictures in this book, this book is anything but fluff.
UL

Most Helpful Customer Reviews

38 of 43 people found the following review helpful By Aaron U. Bolin on May 6, 2012
Format: Hardcover Verified Purchase
My expectations for this book were quite high -- I wanted the promised thinking tool kit for managers in a fun-to-read package as advertised in the book title.

I was a little disappointed. It is a good read, and the authors did a nice job of making the book visually compelling. I was disappointed in the depth of the content though. The authors presented what I felt was a very surface-level explanation of the design process. The primary "tool" was a phased approach to design that separated creativity from concept development from sales pitch: not exactly a revolutionary design strategy.

I am struggling a little bit with the question "who would I recommend the book to?" It is generally well-written, and the illustrative stories are also kind of interesting. In all fairness, some of the organizing outlines are also useful. However, it is too surface-level to be useful to an expert audience, and it won't really help novice designers grow in expertise.

This book could be useful as a group read. For example, I could imagine a professional design group reading this book together (like a book discussion group) as a way to explore their own thoughts about the design process. For most everyone else, I would not recommend this volume.
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23 of 26 people found the following review helpful By Rachel Brozenske on July 11, 2011
Format: Hardcover
There has been a veritable onslaught of strategy and business 'design' literature published in the past few years. Most of it is interesting but falls into one of two traps: either it's too theoretical to put into action, or it's directed to a choir of the design-familiar and leaves everyone else behind. Liedtka and Ogilvie break the mold with their new book, providing a framework and a tool kit to help almost anyone with interest and motivation explore the power of design thinking.

It starts with a relatively simple point. Most of the time, most of the world sees the design process as messy and unpredictable and nonlinear and twisted and terribly inefficient. In many organizations, that's why design is often considered a black box so impenetrable that it's outsourced to marketers, product developers, and, well, designers. Liedtka and Ogilvie take the mess and unbundle it all into a four-phase, 10-step framework that starts to look more like a process that individuals and organizations can learn and replicate.

While the steps are somewhat familiar, the recommended approaches in each phase sound reasonable but are more challenging for most people to put into practice. (Try explaining to a typical business planner that you're going to generate new business offerings based on research you conduct with a dozen or so customers, and you'll see what I mean.) Lucky for all of us, Designing for Growth provides concrete tools and step-by-step instructions and plenty of real-life examples for each step of the journey so that there's sufficient structure to help the reader navigate the discomfort of trying something new.
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22 of 25 people found the following review helpful By EastWest on April 17, 2012
Format: Kindle Edition Verified Purchase
Good introduction to service design for business people, but definitely no hands-on manual. The structure is well done with a clear focus on the advantages of each service design method, with an emphasis on decreasing risk. This could have been an alternate title for this book: "Service design: how to decrease your business risks".

The examples are realistic, but a bit boring and often too short. I found the homework quite childish, but I guess it's done on purpose in order not to intimidate the novice reader.

A note on this kindle edition, it's done very badly. The secondary content is set up with a grey font on a grey background, and therefore almost unreadable! Furthermore, the pictures are of a much too low resolution, so zooming in doesn't reveal any more detail. This is really annoying, as this pictures represent diagrams with small text.

All in all, I would only recommend the paper version to persons completely new to service design and design thinking, mostly for the arguments why to use the different methods.
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14 of 17 people found the following review helpful By Kevin Goldman on January 16, 2013
Format: Hardcover Verified Purchase
I like the content of this book.

But, as a designer, I was really distracted by the print quality. About 50% of the light on dark sidebars are not legible. They appear as if they were printed on a very inexpensive ink jet printer with low ink. The poor print quality will frustrate non-designers too. It's that bad.
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7 of 9 people found the following review helpful By Ed O'Brien on June 12, 2011
Format: Hardcover Verified Purchase
Wow! What a great, color by numbers description of how to use design to help you innovate in business. I have been reading lots of design books and this one is the best as it not only describes the tools of design but also tells you exactly how and when to use them. It is a very practical guide, but still emphasizes the theory of design.

I love this book!
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1 of 1 people found the following review helpful By Robert B. Polk on October 2, 2011
Format: Hardcover Verified Purchase
The authors have given design thinking a sophisticated but easy to understand and much needed new presentation. This book has already provided great fodder for conversations around the design community. I am a big fan and would recommend this to anyone trying to understand how to help people and organizations make the most out of complex opportunities. I will use the ideas in this book throughout my professional career. I hope I can meet the authors someday so I can tell them this in person!
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