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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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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)
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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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The best designers seem to have an almost magical gift for finding creative solutions to problems we didn't even know existed. This book teaches how to capture that magic and turn it into a problem-solving process that can create a better future for your customers and yourself.

(Daniel H. Pink, author of Drive and A Whole New Mind)|

Designing for Growth is for leaders who wish their organizations could grow faster but don't know how to do things differently. It translates what might seem an unexplainable 'creative' process into an accessible language and set of tools. There is no substitute for seeing and touching a tangible example of innovation--and then discovering if people will buy it!

(Lauri Kien Kotcher, chief marketing officer, Godiva Chocolatier)|

This book is a magic hat for managers. Reach inside and pull out value creation and inspiration for a process that used to be reserved for magicians of design and white rabbits.

(Scott Williams, Founder & CEO, Hitchcock Partners)|

One trait that sets leaders apart is their ability to turn vision into ideas and ideas into action. This utterly refreshing book zeroes in on the iterative dance between ideas and action—sometimes called design thinking—using simple language and clear examples. If you feel like you've been stuck in your left-brain or not utilizing your creative edge to full capacity, consider this book your roadmap to creative nirvana!

(Brendon Burchard, founder, Experts Academy, and author of Life's Golden Ticket: An Inspirational Novel)|

Designing for Growth is a well-crafted fusion of an inspired point of view and a coherent framework for understanding how practitioners can more effectively step up the innovation intensity for service and product development. It does so with an engaging voice and a light touch, rich in practical anecdotes and guidelines, yet avoids the drudgery of an academic methodology, by design.

(R. Lemuel Lasher, CSC, president, Global Business Solutions Group (GBS), and chief innovation officer)|

It's time to demystify design and safely place design thinking alongside other tools used by successful practicing managers. As the authors so rightly conclude, 'Find a leader of innovation... and he or she has likely been practicing design thinking all along.' Add the stories and tools found in Designing for Growth (a very compelling read) to your leadership kit to insure innovation and organization renewal become part of your leadership portfolio.

(Stanley S. Gryskiewicz, founder and board chair, Association for Managers of Innovation, and senior fellow, Center for Creative Leadership)|

This book slices through the design thinking fog to provide practical ways to use design methods to generate value for your organization.

(Ryan Armbruster, vice president of innovation, UnitedHealth Group)|

The most powerful message in this book is its underlying premise: that business is ultimately a social activity performed by humans. With that framework, the authors build a compelling case for user empathy to improve ROI, and they deliver the tools to get you started.

(Greg Littleton, COO, Smart Design)|

Jeanne Liedtka and Tim Ogilvie wonderfully illuminate the kind of thinking that twenty-first-century organizations need to solve problems, innovate, and grow. And they give managers a wealth of hands-on tips and tools they can put to work right away. Penetrating insight, practical applications—a terrific combination.

(David Wickenden, executive vice president and senior partner, Fleishman-Hillard)|

This isn't a book of answers. It is a book of questions, of how to choose the best ones, and how to get customers and partners to answer them. That's the crux of design thinking. The simple organizing framework—What is? What if? What wows? What works?—is my new mantra for innovation and growth.

(Mark Stein, managing director, Kaiser Associates, and author of Successful Onboarding: Strategies to Unlock Hidden Value Within Your Organization)

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Product Details

  • Series: Columbia Business School Publishing (Book 2)
  • Hardcover: 248 pages
  • Publisher: Columbia University Press (June 28, 2011)
  • Language: English
  • ISBN-10: 0231158386
  • ISBN-13: 978-0231158381
  • Product Dimensions: 0.8 x 9 x 9 inches
  • Shipping Weight: 2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (40 customer reviews)
  • Amazon Best Sellers Rank: #11,733 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

47 of 53 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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28 of 31 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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26 of 30 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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15 of 18 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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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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1 of 1 people found the following review helpful By creativity coach on August 15, 2011
Format: Hardcover
The authors have designed an excellent resource for design thinking, that functions as both a manual and a how-to tool kit for the entire creative process, from conception to implementation. It is practical, well-designed, filled with easy-to-follow actionable ideas, and above all, it is NOT overly simplistic. I recommend this book for innovators who want to incorporate design-thinking in their organization.
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