Summary of The Design of Business
How Design Thinking Creates Competitive Advantage
Copyright 2009 Roger Martin
Summarized by permission of Harvard Business Press
Logic and intuition are not enough to achieve long-run success for a business. Your company needs design thinking.
Roger Martin’s book on business design is subtle yet profound. He guides you to rethink the way you conceptualize business decisions so you can shift to “design thinking.” Using an approach rooted in both practice and theory, Martin cites examples ranging from Cirque du Soleil to McDonald’s. He urges you to reconsider your leadership model and organizational structures, and to exercise “abductive logic,” thinking that moves through “logical leaps of the mind.” Martin’s call for action is bold and enjoyable. He offers innovation and regeneration as the rewards for accepting his challenge to balance validity and reliability. getAbstract recommends his book to designers, those who work with them, and anyone charged with managing innovation or organizational redesign.
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Harvard Business Review Press, 2011