The myth of innovation is that brilliant ideas leap fully formed from the minds of geniuses. In reality, most innovations are borne from rigor and discipline. Breakthrough ideas—whether for a new bicycle, an advertising campaign, a treatment plan for diabetes, or a program aimed at tackling the national obesity epidemic—emerge not by chance, but by studying and embracing the immediate challenges we encounter every day in our offices and homes, laboratories and hospitals, classrooms and conference rooms, and in all the spaces in between. We don''t simply realize solutions; we design them.
In this book Tim Brown, CEO of the celebrated innovation and design firm IDEO, introduces us to design thinking. Design is not just about creating elegant objects or beautifying the world around us. The best designers match necessity to utility, constraint to possibility, and need to demand. These design thinkers rely on rigorous observations of how we use spaces and the objects and services that occupy them; they discover patterns where others see complexity and confusion; they synthesize new ideas from seemingly disparate fragments; and they convert problems into opportunities. Design thinking is a method in which genius, in the end, is not required.
Design thinking is valuable not just in so-called creative industries or for people tasked with designing products. Rather, it is often most powerful when applied to abstract, multifaceted problems: improving a guest experience at a hotel, encouraging bank customers to save more, or developing a compelling narrative for a public-service campaign. It has been used by organizations such as Nokia to rethink global gaming and by the Department of Energy to encourage conservation. Design thinking is now being applied to address a wide range of issues and concerns, from the delivery of clean drinking water in the developing world to improving the efficacy of airport security and microfinancing.
This is not a book by designers for designers; this is a blueprint for creative leaders seeking to infuse design thinking—an approach for creative problem solving—into all facets of their organizations, products, or services to discover new alternatives for business and society as a whole.
Written with imagination, humor, and vision, this vital and inspiring guide is essential reading for anyone confronting the challenges of today in order to create the opportunities of tomorrow.
"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 )
"Brown makes a potent case for employing this creative collaboration in a variety of settings." (Miami Herald )
"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 )
"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 )
"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 )
"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 )
"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 )
"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. )
關於作者：
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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