- Hardcover: 272 pages
- Publisher: HarperBusiness (September 29, 2009)
- Language: English
- ISBN-10: 0061766089
- ISBN-13: 978-0061766084
- Product Dimensions: 6 x 0.9 x 9 inches
- Shipping Weight: 1.7 pounds (View shipping rates and policies)
- Average Customer Review: 4.2 out of 5 stars See all reviews (153 customer reviews)
- Amazon Best Sellers Rank: #10,501 in Books (See Top 100 in Books)
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Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation Hardcover – September 29, 2009
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“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.
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Top Customer Reviews
So, if you want a book that describes what to expect from IDEO should you happen to hire them to help you with a particular customer enablement challenge, this book is for you and you should think of it as a five star book. It would also rate it highly as a book to give to a superstar employee in whom you are going to invest the bucks to send them to the Stanford d School's "Bootcamp" program. But if you want a guide to the application of design thinking to give to your troops, avoid this book like the plague. I would rate it as something lower than one star for that purpose.
The book consists of two parts. The first part is an introduction to Design Thinking and the second part describes how it might affect the world. Part One introduces many Design Thinking techniques such as creating empathy, deeply understanding the customer, brainstorming, prototyping, iterating, etc. Each of these techniques is described with stories and examples. Part two starts of with design thinking in organizations but then moves towards the more idealistic space of using design thinking to do good and solve real problems in the world.
Each chapter covers one topic on Design Thinking. Each topic is introduces mostly by stories related to that technique. Most of the stories are directly from IDEO. On one hand, it is nice to read the IDEO stories, on the other hand (as some other reviewers have pointed out), it makes it sometimes almost like a sales pitch of IDEO. It would have been nice to have a other stories also.
The book is a nice and quick read. The stories are interesting and it provides a good introduction to Design Thinking. Four stars and recommended for everyone who wants to learn about IDEO and Design Thinking.
In addition, it's a pleasure to read; it's articulate, literate, and well-argued, on the basis of "real world application" evidence.
It's certainly worth your time and money. I have both the physical book, and an e-copy, and I've read both several times, usually learning something new every time.