At Red Hat, we’ve been using the design thinking methodology as a catalyst for innovation since David Burney introduced us to the concept about five years ago. Here’s an interview with Burney from 2006 on the subject that appeared in Red Hat Magazine.
The design thinking conversation has been getting more and more mainstream, especially since BusinessWeek editor Bruce Nussbaum became one of it’s greatest advocates. Here’s a starting point for all of the BusinessWeek coverage of the past few years. So it comes as no surprise that the book publishing industry is now on the case, with three design thinking books coming out this fall.
The one I’m most looking forward to is Roger Martin’s The Design of Business: Why Design Thinking is the Next Competitive Advantage, to be published on November 9. Dark Matter Matters has discussed Roger Martin‘s work extensively here, here, and here, and I think he is one of the most relevant minds in business today. Can’t wait to see where he is taking this book, here’s what the preview copy says:
To innovate and win, companies need design thinking. This form of thinking is rooted in how knowledge advances from one stage to another-from mystery (something we can’t explain) to heuristic (a rule of thumb that guides us toward solution) to algorithm (a predictable formula for producing an answer) to code (when the formula becomes so predictable it can be fully automated). As knowledge advances across the stages, productivity grows and costs drop-creating massive value for companies.
Martin shows how leading companies such as Procter & Gamble, Cirque du Soleil, RIM, and others use design thinking to push knowledge through the stages in ways that produce breakthrough innovations and competitive advantage.
Tim Brown, CEO of IDEO (the company often credited with defining design thinking) also has a design thinking book coming out this fall. His book is entitled Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation and is billed this way:
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.
Tim Brown’s book comes out on September 29.
Finally, Thomas Lockwood, President of the Design Management Institute has a book called Design Thinking: Integrating Innovation, Customer Experience, and Brand Value coming out on November 10. It sounds like he is serving as an editor for a bunch of experts writing on the subject. From the preview copy:
Featuring 30 articles, written by industry experts, that show how to build a solid brand foundation, solve problems with simplified thinking, anticipate and capitalize on trends, figure out what consumers want before they do, and align mission, vision, and strategy with a corporate brand, this is a must-have reference for anyone wanting to increase their businesses productivity.
I’ll bring the reviews as soon as the books come out!
David Burney’s blog post about Obama being the first “design thinking” president just got picked up by Bruce Nussbaum of BusinessWeek. Nussbaum is another one of those guys who gets it– he’s been writing about design thinking and innovation in business for quite some time.
Read the full text of Nussbaum’s article, entitled President Obama Goes Optimistic: Obama Is The Design President.