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

by Tim Brown (Author)
4.4 4.4 out of 5 stars 925 ratings
See all formats and editions
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The myth of innovation is that brilliant ideas leap fully formed from the minds of geniuses. The reality is that most innovations come from a process of rigorous examination through which great ideas are identified and developed before being realized as new offerings and capabilities.

This book introduces the idea of design thinking‚ the collaborative process by which the designer′s sensibilities and methods are employed to match people′s needs not only with what is technically feasible and a viable business strategy. In short‚ design thinking converts need into demand. It′s a human−centered approach to problem solving that helps people and organizations become more innovative and more creative.

Design thinking is not just applicable to so−called creative industries or people who work in the design field. It′s a methodology that has been used by organizations such as Kaiser Permanente to increase the quality of patient care by re−examining the ways that their nurses manage shift change‚ or Kraft to rethink supply chain management. This is not a book by designers for designers; this is a book for creative leaders seeking to infuse design thinking into every level of an organization‚ product‚ or service to drive new alternatives for business and society.

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  1. Print length
    272 pages
  2. Language
    English
  3. Publisher
    HarperBusiness
  4. Publication date
    September 29, 2009
  5. Dimensions
    6 x 0.93 x 9 inches
  6. ISBN-10
    9780061766084
  7. ISBN-13
    978-0061766084
  8. See all details
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Popular Highlights in this book
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Previous page
  1. The mission of design thinking is to translate observations into insights and insights into products and services that will improve lives.
    Highlighted by 2,809 Kindle readers
  2. We can think of them as inspiration, the problem or opportunity that motivates the search for solutions; ideation, the process of generating, developing, and testing ideas; and implementation, the path that leads from the project room to the market.
    Highlighted by 2,549 Kindle readers
  3. Design thinking relies on our ability to be intuitive, to recognize patterns, to construct ideas that have emotional meaning as well as functionality, to express ourselves in media other than words or symbols.
    Highlighted by 2,524 Kindle readers
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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)

From the Back Cover

The myth of innovation is that brilliant ideas leap fully formed from the minds of geniuses. The reality is that most innovations come from a process of rigorous examination through which great ideas are identified and developed before being realized as new offerings and capabilities.

This book introduces the idea of design thinking‚ the collaborative process by which the designer′s sensibilities and methods are employed to match people′s needs not only with what is technically feasible and a viable business strategy. In short‚ design thinking converts need into demand. It′s a human−centered approach to problem solving that helps people and organizations become more innovative and more creative.

Design thinking is not just applicable to so−called creative industries or people who work in the design field. It′s a methodology that has been used by organizations such as Kaiser Permanente to icnrease the quality of patient care by re−examining the ways that their nurses manage shift change‚ or Kraft to rethink supply chain management. This is not a book by designers for designers; this is a book for creative leaders seeking to infuse design thinking into every level of an organization‚ product‚ or service to drive new alternatives for business and society.

Product details

  • ASIN ‏ : ‎ 0061766089
  • Publisher ‏ : ‎ HarperBusiness (September 29, 2009)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 272 pages
  • ISBN-10 ‏ : ‎ 9780061766084
  • ISBN-13 ‏ : ‎ 978-0061766084
  • Item Weight ‏ : ‎ 15.2 ounces
  • Dimensions ‏ : ‎ 6 x 0.93 x 9 inches
  • Customer Reviews:
    4.4 4.4 out of 5 stars 925 ratings

About the author

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Tim Brown

Tim Brown

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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.

Customer reviews

4.4 out of 5 stars
925 global ratings

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Customers say

Customers find the book provides insights and ways of thinking about design. They find it easy to read with clear explanations of key principles. The book is described as interesting, fun, and well-written. Readers appreciate the inspiring case studies and practical advice provided. However, opinions differ on the writing quality - some find it easy to understand and well-written, while others consider it boring or unengaging.

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InsightReadabilityInspirationUseWriting quality
72 customers mention "Insight"62 positive10 negative

Customers find the book helpful for applying design thinking. They appreciate the clear explanations of the key principles and compelling reasons for creative problem solving. The book helps them make prototypes for their products and set them up for further study into the designers' way. Readers also mention that the book provides great ideas for leading change and fostering an environment that encourages creativity and open-mindedness.

"...With clear explanations of the key principles of the methodology, and compelling reasons why human-centered design is important, the book does a..." Read more

"...Design Thinking spreads techniques used by designers to be used for larger than typical design problems and also teaches these techniques to non-..." Read more

"...In effect, it is a book on design thinking...." Read more

"This book both informs and inspires. I took my time - and copious notes - going through it...." Read more

60 customers mention "Readability"60 positive0 negative

Customers find the book easy to read and engaging, with clear examples. They say it's well-written and worth their time. Readers also mention that the book is written for everyone, not just designers, and delivers on its promises.

"This is an incredibly well written book that is accessible by anyone...." Read more

"...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..." Read more

"...suggestions about what to do about it. In addition, it's a pleasure to read; it's articulate, literate, and well-argued, on the basis of &#..." Read more

"...- and get ample examples of it in use - then this book as a great read for you." Read more

23 customers mention "Inspiration"23 positive0 negative

Customers find the book inspiring and engaging. It provides a good introduction to design thinking with interesting stories and real-world examples. The writing is clear and helpful, covering topics like visual thinking and sharing.

"...yet gets across the fundamentals of design thinking in a clear and compelling way. Can't recommend this book highly enough." Read more

"...The book is a nice and quick read. The stories are interesting and it provides a good introduction to Design Thinking...." Read more

"This book both informs and inspires. I took my time - and copious notes - going through it...." Read more

"...classic constraints, and the emphasis on visual thinking and sharing was an inspiration. Well done!" Read more

10 customers mention "Use"10 positive0 negative

Customers find the book useful and practical for learning design thinking. They appreciate the powerful tools and suggestions for businesses to create environments that encourage creativity. The book provides an introduction to IDEO's work and does a great job of highlighting some of their projects.

"...Finally, the book suggests ways for all sorts of business to create environments that lend themselves to innovation and ideation by incorporating..." Read more

"...And IDEO does some incredible, mind-blowing work. I recommend anyone in design or consulting read this book." Read more

"Dan Brown does a great job putting some of the projects from IDEO into perspective. He touches on practices, philosophies, mistakes, and more...." Read more

"...This book is written for everyone, not just designers and is useful to everyone, not just designers. This is a #1 read!!!" Read more

26 customers mention "Writing quality"18 positive8 negative

Customers have different views on the writing quality. Some find it easy to read, well-written, and clear. Others feel the writing lacks fire and is too wordy.

"...Perhaps the best part about this book is that it is an easy read, something you can easily digest in a weekend, and yet gets across the fundamentals..." Read more

"...The book is about 250 pages and reads easy and relative quick...." Read more

"...There’s no compelling story or message. The writing lacks fire. Stories of IDEO’s successes are unconvincing and uninteresting for lack of detail...." Read more

"...addition, it's a pleasure to read; it's articulate, literate, and well-argued, on the basis of "real world application" evidence. It..." Read more

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Top reviews from the United States

  • Marc Bolick
    5.0 out of 5 stars If you could only read one book about design thinking, this is it.
    Reviewed in the United States on September 29, 2018
    Verified Purchase
    This is an incredibly well written book that is accessible by anyone. With clear explanations of the key principles of the methodology, and compelling reasons why human-centered design is important, the book does a great job of explaining what design thinking is and why it's important. As someone who initially approached design thinking with a healthy degree of skepticism, this book really shook my view of how to develop new products and services. Tim Brown does a great job of laying out the methodology and providing examples of how it has been used to develop cool stuff. Perhaps the best part about this book is that it is an easy read, something you can easily digest in a weekend, and yet gets across the fundamentals of design thinking in a clear and compelling way. Can't recommend this book highly enough.
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  • Bas Vodde
    4.0 out of 5 stars Introduction in Design Thinking by CEO of IDEO
    Reviewed in the United States on May 25, 2014
    Verified Purchase
    "Change By Design" is an introduction to Design Thinking written by the CEO of IDEO, the famous design firm from which Design Thinking originates. The book is about 250 pages and reads easy and relative quick. Design Thinking spreads techniques used by designers to be used for larger than typical design problems and also teaches these techniques to non-designers. So people in cross-functional teams can focus on usable well-designed and well-solved products.

    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.
    6 people found this helpful
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  • JayArr
    5.0 out of 5 stars Great book well-written!
    Reviewed in the United States on February 20, 2015
    Verified Purchase
    Tim Brown's book is one of the best I've read in the last twenty years. It reflects the changes we've seen in the environment - the speedup of change, the adaptability required for survival and prosperity, and the widespread effect of these changes across all of economics and society as a whole. And then, Brown recommends some adaptations that are proven effective in such an environment. In effect, it is a book on design thinking. As a veteran business professor, I've seen a lot of "fad theories" come and go, but this one is one I believe will stick around because it explains not only what's happening, but offers suggestions about what to do about it.
    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.
    One person found this helpful
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  • Sharon
    5.0 out of 5 stars Excellent explanation of design thinking and inspiration for it
    Reviewed in the United States on November 25, 2018
    Verified Purchase
    This book both informs and inspires. I took my time - and copious notes - going through it. I challenged myself to think about how I would 1) apply it at the project level on service work we do 2) use it to guide innovation at a company level. This book allowed me to consider both applications.

    If you want to understand the basics of design thinking - and get ample examples of it in use - then this book as a great read for you.
    One person found this helpful
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  • Abdurrahman
    3.0 out of 5 stars Great wisdom and information about design thinking
    Reviewed in the United States on June 29, 2017
    Verified Purchase
    The book is great for exploring the discipline of design thinking and even greater when it has applied it to so many cases of innovation in the context of "change". Tim has expansive experience in the field, no doubt about it.

    But, in many places in the book I found Tim wondering around aimlessly and that sometimes confused me, and many times made my journey of this read difficult. Maybe because he has the mind of a designer and design thinking could easily look like an aimless journey.. and coping with a mind of designer along a creative path is by nature an unpredictable experience. Besides, I wish Tim goes for a refresh on the book as 2008 is too old for an era of digital transformation and disruption.

    In my opinion, "design thinking" is a bad name for a way of work that has evolved over time and in many areas that hardly can be claimed as belonging to it. Empathy and human-centered approaches, observation, brainstorming, experimentation, and prototyping are all ways of work and development that you can find in many disciplines such as design, strategy, software, training, problem-solving, and many more. Being a bad name is because of two reasons: it emphasizes "thinking" and ignores "doing", and it mentally (not actually) attaches it to design while it applies to many other areas. But I guess "design thinking" is made to stick, and I have no real issue with that.

    I would recommend this book for those who would like to explore the topic and at the same be cautious of its fuzzy nature.
    8 people found this helpful
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Top reviews from other countries

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  • luciano martins
    5.0 out of 5 stars Excelente
    Reviewed in Brazil on November 21, 2020
    Verified Purchase
    Excelente
    Report
  • Arun Preethi Pillai
    5.0 out of 5 stars Beginner's Guide to Design Thinking filled with real life case studies
    Reviewed in India on July 18, 2021
    Verified Purchase
    I remember giving a guest lecture in college about my adventures in Qualitative Research in India and I received feedback from the students which said she's got so many stories from the world of market research to share. And mind you, I'm only 5 years old in this corporate system.
    My point here is that we all crave and love stories, and design thinking is built on this art of storytelling in a scientific manner. The book not only has meaningful stories on Design thinking which has added value to users worldwide, but also gives you insights into the process behind the case studies. Written by Tim Brown of IDEO, one of the world's leading Design Thinking firms, this is a treasure trove for any aspiring Design Thinker. And boy, he has so many interesting stories to share...I believe all of us are already design thinking in our lives, (so I guess this is a must read for everyone), to structure these thoughts and lead it to fruition - to make not only our jobs, but also our lives better.

    Leaving you with this quote from the book explaining why we should all be Design Thinkers, "As a society our future capacity for innovation depends on having many more people literate in the holistic principles of design thinking, just as our technological prowess depends on having high levels of literacy in math and science"

    P.S. The appendix has a listing of almost all the case studies mentioned in this book which is really exciting material for more background reading.
    Report
  • Ricardo De Alba
    5.0 out of 5 stars Excellent book
    Reviewed in Mexico on March 22, 2018
    Verified Purchase
    Totally recommended, a good book to understand the importance of design your product or service focused on customer, Excellent book
    Report
  • Souza Pedro
    5.0 out of 5 stars The design thinking bible
    Reviewed in France on November 19, 2019
    Verified Purchase
    Super addictive reading that tells you from A to Z every step you'll go through when learning, experimenting and implementing design thinking. With an extra set of information about the inner change you'll have to go to become a design thinker.
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  • MrSmith
    5.0 out of 5 stars Great Book
    Reviewed in Canada on May 12, 2017
    Verified Purchase
    good book for anyone looking to acheive great things. applied this thinking with my team with great success.
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