Cambridge Business Association
Change by Design
A review of

Change by Design

How Design Thinking Transforms Organizations and Inspires Innovation

Tim Brown • HarperBusiness • 2009

Design Thinking

by David Meyer

Design icon and founder of the influential IDEO design firm, Tim Brown offers a practical workbook for new, inspiring methods of problem-solving and product implementation.

Design Thinking

Many authors presenting new programs for enhanced productivity or problem-solving write with evangelical fervor. They offer to change your life, and they strive to gain your buy-in. Often, the level of their fervor proves a measure of the uselessness of their ideas. This never applies to Tim Brown. His approach to innovative thinking is quietly exciting and, at times, revelatory. His useful and applicable strategy for innovation draws its inspiration from design; his name for this process is “design thinking.”

Design thinking has its origins in the training and the professional practice of designers, but these are principles that can be practiced by everyone and extended to every field of activity.Tim Brown

Brown, CEO and president of IDEO, an influential design firm whose work sets an industry standard, is an icon in the design profession. He makes a convincing case that innovation is the norm at IDEO. The company expects employees not only to come up with new ideas – which, as Brown points out, are cheap and easy to generate in isolation – but to create new, workable solutions to real world problems. Brown’s tone, writing style and content expresses a passion for creation that never seems giddy or off-balance. Designers, those who manage designers, and anyone interested in innovation and creativity will savor his worthwhile, eye-opening methods.

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    N. M. 8 years ago
    It's amazing how this summary alone can switch on and inspire creative thinking. As I read it I though of different approaches to logistics solutions in a climate of economic downturn. This abstract is to be read at least once a week. Thank you Tim Brown for getting the creative juice flowing. Natasia Mc Mahon (South Africa)
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    G. G. 1 decade ago
    Even though this approach is becoming common, I found this summary to be useful and valuable.I have adjusted my approach to problem-solving to incorporate these principles and techniques.
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    P. V. 1 decade ago
    the Design Thinking is the way to improve all the pieces that can be designed, it's a good point of view to start to do the things with the customer eyes.