Book description
Part manifesto, part handbook, THE DESIGNFUL COMPANY provides a
lively overview of a growing trend in management—design
thinking as a business competence. According to the author,
traditional managers have relied on a two-step process to make
decisions, which he calls “knowing” and
“doing.” Yet in today’s innovation-driven
marketplace, managers need to insert a middle step, called
“making.” Making is a phase in which assumptions are
questioned, futures are imagined, and prototypes are tested,
producing a wide range of options that didn’t exist before.
The reader is challenged to consider the author’s bold
assertion: There can be no real innovation without design. Those
who are new to Marty Neumeier’s “whiteboard”
series may want to ramp up with the first two books, THE BRAND GAP
and ZAG. Both are easy reads.
Covered in THE DESIGNFUL COMPANY:
- the top 10 “wicked problems” that only design can
solve
- a new, broader definition of design
- why designing trumps deciding in an era of change
- how to harness the “organic drivetrain” of value
creation
- how aesthetics add nuance to managing
- 16 levers to transform your company
- why you should bring design management inside
- how to assemble an innovation metateam
- how to recognize and reward talent
From the back cover:
The complex business problems we face today can’t be solved
with the same thinking that created them. Instead, we need to start
from a place outside traditional management. Forget total quality.
Forget top-down strategy. In an era of fast-moving markets and
leap-frogging innovations, we can no longer “decide”
the way forward. Today we have to “design” the way
forward—or risk ending up in the fossil layers of history.
Marty Neumeier, author of THE BRAND GAP and ZAG, presents the new
management engine that can transform your company into a powerhouse
of nonstop innovation.
Product information
- Title: The Designful Company
- Author(s):
- Release date: December 2008
- Publisher(s): New Riders
- ISBN: None
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