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Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation |  | Author: Tim Brown
Publisher: HarperBusiness
Category: Book
List Price: $27.99
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as of 7/31/2010 20:34 CDT details
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Seller: BRILANTI BOOKS
Rating:  45 reviews
Sales Rank: 2650
Media: Hardcover
Edition: First Edition
Pages: 272
Number Of Items: 1
Shipping Weight (lbs): 1.7
Dimensions (in): 9 x 6.2 x 1.1
ISBN: 0061766089
Dewey Decimal Number: 658.4063
EAN: 9780061766084
ASIN: 0061766089
Publication Date: October 1, 2009
Availability: Usually ships in 1-2 business days
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Product Description
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.
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Showing reviews 1-5 of 45
 Innovate bible May 25, 2010
Richard Scionti (New York, NY)
"Change by Design" by IDEO's Tim Brown is a must read for anyone interested in or responsible for innovation. Brown is a leader in the Design Thinking movement that includes Roger Martin who heads up the Rotman School of Business at University of Toronto. Brown clearly positions Design Thinking not as creative/intuitive -versus- analytical thinking but as a balanced integration of the two as a means of generating breakthrough innovation.
"Change by Design" is full of wonderful examples of innovation that on their own make this book compelling. However, it's the visibility Brown provides on the process of innovation: the "mental matrix", mindmaps, convergent and divergent choices, best practice guidelines on prototyping and brainstorming -to name just a few - that make this a design and innovation bible.
One of the very helpful insights is that innovation's window of opportunity is small. Brown provides an interesting example where he writes: "The Aquaduct - a human-powered tricycle designed to filter drinking water while transporting it, is now traveling the world to help promote clean water innovation. It succeeded because of the inflexible constraints of technology (pedal power), budget ($0.00), and inflexible deadline."
For me, another lesson on resisting the quest for a perfect solution (that often leads to over-engineering) in order to strike while the window is still open!
 Interesting anecdotes, but it feels like a commercial for IDEO April 18, 2010
J. Adams (Ann Arbor, MI United States)
I recently went to see Tim Brown speak about how design thinking can be used to accomplish more than the next must-have consumer electronic device.
I left the speech inspired.
Although I was quite familiar with the design thinking approach, I hadn't seen it applied to important problems like helping people that don't have immediate access to water. As I was leaving, I purchased this book, hoping to carry some of that inspiration with me. I work for a start-up that is trying to solve a big problem, so I was looking for some tips.
My 2 star review is a product of what I think this book is, but also what this book should be.
Tim spends the majority of the time explaining how awesome IDEO was in solving big problems that clients brought to them. Literally, it reads like an autobiography, because an anecdote about IDEO is on almost every page. But I didn't purchase this book to just learn about what IDEO has managed to accomplish with its unique culture. I wanted this book to give me real tools that I could apply to my start-up.
It's interesting: Design thinking is all about getting in the head of the people whose problem you're trying to solve. This book, whose audience is (I'm venturing a guess) primarily business people, probably need help defining processes and methodologies for bringing design thinking to their organization. But Tim has missed the mark with this book by not truly understanding his audience.
Think creative March 25, 2010
Kanishk Rastogi (Albany, NY United States)
I have no experience in product design or graphics, or advertising etc. But after reading this book I am trying to think creatively in solving the everyday business problems. I think this is a great book written with lot of interesting case studies and written in a very smooth and flowing style. It won;t be right if I start typing here key learnings from this book, since every person will have a different learning depending on his/her field of experience.
AS a designer you have not work with the existing constraints and still bring something new to life. That is quiet a big challenge. There can be several ways to breaking the mold and casting something which no one has ever seen before. This is what this book is all about.
Great story, poorly told. March 15, 2010
Joel Lowy (new york, ny)
3 out of 3 found this review helpful
I'm not a good writer, so I'll keep this review informal.
I enjoyed reading this book, but maybe because I'm a business literature junkie.
Tim Brown, a self-admitted man of pictures, obviously has problems with words, and he didn't get any good help from the "editors". Brown should read his own advice about telling better stories and getting people excited about your idea.
As he talks about using creative problem-solving skills to make better mops and to improve the airline checkpoint experience and to make kids brush their teeth more often, you gain a new appreciation for creative, open minded thinking, but you have no idea where to go from here.
He does encourage companies to hire creative and out-of-the-box people and to give designers some space and some time (Think of IBM's skunk works and Google 20%-free-time rule) but the he only practical application for individuals is to "notice the ordinary, and to think why manholes are round..." Come on.
The book is certainly not boring. It was interesting to read, but it's like an average movie where you hope for that great catharsis which never comes...
To give credit where credit is due, he did give vivid examples in the cases of the Indian Aravind eye hospital and the cheap, disposable, irrigation systems they're using in developing countries. (Anyone could've come up with the Oral-B toothbrush idea. Sorry) but very little, if any, meaningful practical suggestions.
This book brings too few specifics, too few examples, considering that non of us ever built a prototype. I want to know, for example, of what idea IDEO helped the TSA develop to increase understanding between their agents and the passengers, etc, etc, etc, etc,
[To compare this book with another thinking-man's business book, Good to Great by Jim Collins doesn't have many stated practical suggestions, but he does provide you with an abundance of live, simple examples, which lets you expand on your own.
I repeat, as an avid reader of business news and books, I understood most of what was not adequately explained, but this book clearly needs a rewrite - and I will buy the next version.
Human-centered approach to problem solving February 23, 2010
bpetti (Cherry Hill, NJ)
Overall, an interesting read. The book focuses on a human-centered approach to design and problem solving. A large emphasis is on the use of participant observation and other social anthropological research methodologies (e.g. want to improve the experience of air travelers? follow a bunch around from the minute they leave their house until they leave their destination's airport). Furthermore, the book places a great deal of emphasis on seeking out outliers rather than the "average" customer or user--the idea being that observing extreme users can yield very interesting insights into functionality and user needs, some of which would remain unknown if you just focused on average users. Finally, the book suggests ways for all sorts of business to create environments that lend themselves to innovation and ideation by incorporating some of the lessons of designers and design thinkers. Even business service firms can benefit from a research and development approach akin to some of the world's leading consumer goods companies (e.g. Proctor & Gamble). The book certainly could have been shorter--too many random examples and way too much of what seemed like a forces tie-in with environmentalism--but overall a thought provoking read.
Showing reviews 1-5 of 45
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