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Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation [Hardcover]

Tim Brown
3.9 out of 5 stars  See all reviews (10 customer reviews)
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Book Description

15 Oct 2009

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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Product details

  • Hardcover: 272 pages
  • Publisher: HarperBusiness (15 Oct 2009)
  • Language: English
  • ISBN-10: 0061766089
  • ISBN-13: 978-0061766084
  • Product Dimensions: 6.3 x 9.1 x 1.3 cm
  • Average Customer Review: 3.9 out of 5 stars  See all reviews (10 customer reviews)
  • Amazon Bestsellers Rank: 33,130 in Books (See Top 100 in Books)

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“Brown writes with a winning combination of thoughtfulness, pragmatism and enthusiasm... He avoids the trap of presenting design thinking as a panacea. Mr. Brown charts its failures as well as successes…” (New York Times)

“It’s like getting golf tips from Tiger Wood’s coach. Tim Brown’s firm IDEO has won more medals for innovative design than anyone in the world. If you want to be more innovative at work or in life, study with the coach of champions.” (Chip Heath, co-author of Made to Stick)

“In his new book, the CEO of design shop IDEO shows how even hospitals can transform the way they work by tapping frontline staff to engineer change.” (BusinessWeek)

“This should be mandatory reading for marketers and engineers who can’t understand why a product as cool as the Segway wasn’t a breakout hit.” (Inc.)

“Tim Brown has written the definitive book on design thinking. Brown’s wit, experience, and compelling stories create a delightful journey. His masterpiece captures the emotions, mindset, and methods required for designing everything from a product, to an experience, to a strategy in entirely different ways.” (Robert I. Sutton, author of The No Asshole Rule)

“With people like Brown codifying design thinking, the tools are out there to solve our problems if a few people are willing to attack them with that sort of tenacity.” (Core77)

“Tim Brown’s vision, intellect, empathy and humility shine through every page of this book. Change by Design is for dreamers and doers, for corporate executives and NGO leaders, for teachers, students and those interested in the art of innovation.” (Jacqueline Novogratz, founder, Acumen Fund and author, The Blue Sweater)

“Design thinking... is a way of seeing the world and approaching constraints that is holistic, interdisciplinary, and inspiring.” (Ivy Ross, executive vice president of marketing, The Gap)

“Brown is clear, persuasive, and often funny... Even for those of us without our own sovereign nation or blue-chip corporation, design thinking offers a guide for rethinking and organizing our everyday creative processes.” (SEED)

“Brown makes a potent case for employing this creative collaboration in a variety of settings.” (Miami Herald)

“With clarity and crispness, Tim Brown, CEO of the honored, global design consultancy IDEO, demonstrates through noteworthy examples how the principles of design found in a studio can be applied to many of the most urgent challenges facing society, business and government today.” (Peter F. Eder, World Future Review)

“In his highly readable and compelling new book, Change by Design, Tim argues that “design thinking” needs to permeate every organization—and shape all of its interactions with its constituents.” (Gary Hamel, writer of Management 2.0)

About the Author

Tim Brown is the CEO and president of IDEO. Ranked independently among the ten most innovative companies in the world, IDEO is the global consultancy that contributed to such standard-setting innovations as the first mouse for Apple and the Palm V.

Today IDEO applies its human-centered approach to drive innovation and growth for the world's leading businesses, as well as for government, education, health care, and social sectors. Tim advises senior executives and boards of Fortune 100 companies and has led strategic client relationships with such corporations as Microsoft, PepsiCo, Procter & Gamble, and Steelcase.

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Customer Reviews

Most Helpful Customer Reviews
24 of 25 people found the following review helpful
By Robert Morris TOP 500 REVIEWER
I recently read two books (this one written with Barry Katz and Roger Martin's The Design of Business) and am reading a third (Neil Sheehan's A Fiery Peace in a Cold War) in which major organizational transformations are accomplished by those who understand the power of design thinking, help their colleagues to do so, and then together, take an approach, Tim Brown suggests, "that is powerful, effective, and broadly accessible, that can be integrated into all aspects of business and society, and that individuals and teams can use to generate breakthrough ideas that are implemented and that therefore have high impact. Design thinking, the subject of this book, offers just such an approach." He goes on to acknowledge, "I was trained as an industrial designer, but it took me a long time to realize the difference between [begin italics] being [end italics] and [begin italics] thinking like [end italics] a designer. That strikes me as a critically important distinction. Brown views the power of design "not as a link in a chain but as the hub of a wheel"...not as a stage in a process but as a center of gravity, as a gravitational/centrifugal force, with involvement at all levels and in all areas of operation. "Design is now too important to be left to designers."

Brown carefully organizes his material with two Parts. First, he introduces a set of principles for design thinking that be applied by almost anyone in any organization, whatever its size and nature may be. He involves his reader in a journey through the important stages of thinking. He provides a framework that he hopes will help the reader identify the principles and practices that make for great design thinking.
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4 of 4 people found the following review helpful
4.0 out of 5 stars A Great Way To Think 5 Mar 2010
Format:Hardcover|Verified Purchase
As Tim Brown recognises in this book, design thinking is not new. But he has done all of us a great service by coining (with his IDEO colleagues) the term "design thinking" and setting out very clearly in this book what it means. He points out that almost any problem can benefit from design thinking, which essentially involves (1) taking a flexible approach to problem solving, (2) combining convergent and divergent thinking and (3) prototyping solutions.

My only slight criticism of this book is that he covers the essentials of design thinking in about half of it. The rest involves examples that are interesting (and an excellent advertisement for the skills of IDEO) but carry much less insight. But it is not clear to me what could have been done to improve on this -- perhaps a little design thinking would provide the answer!
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11 of 12 people found the following review helpful
1.0 out of 5 stars An empty book 30 Aug 2010
Format:Hardcover|Verified Purchase
Tim Brown had an interesting article in HBR (Harvard Business Review), June 2008 p. 84, entitled 'Design Thinking'. This gives a fine description of the way IDEO designs tangible products. The book in case written by Tim Brown "with" Barry Katz (the latter not mentioned on the book cover) is an expansion of this article and adds not much extra except for an endless list of tiny examples of IDEO's work. Buying the book I expected tools, diagrams, and techniques described but got absolutely nothing of the kind. Especially the complete lack of drawings and diagrams surprised me, because IDEO usually displays itself as a visual, tangible company. The "with" associated with Mr. Katz' name makes me imagine that Mr. Brown designed the structure of the book, and Mr. Katz wrote the content based on stories from and conversations with Mr. Brown. Having read - to some extent browsed - the book I felt I had an empty book in my hand.
A recent HBR article (Sept. 2008 p. 92) written by a HBR editor: "Kaiser Permanente's Innovation on the Front Lines" elaborates on the Kaiser examples already given in both the 2008 article and here. If you have access to the two HBR articles you are much better off. If not acquiring the book offers some insight in IDEO's way of doing product and process development.
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1 of 1 people found the following review helpful
3.0 out of 5 stars interesting, but could have been better 5 Nov 2011
Format:Hardcover|Verified Purchase
I did enjoy this book and some of the cases in it, but I have to agree with some of the other reviews that it is a bit high-level, both in terms of the techniques of design thinking and the cases. It would have been great to show some actual examples of brainstorm sessions, sketches of ideas, lessons learned etc to bring the material to life. A good book, but I was expecting even more from one of the world leaders in design thinking.
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5.0 out of 5 stars Fantastic, that's all I can say! 9 April 2014
By Paul
Format:Kindle Edition|Verified Purchase
Written with a true passion that is evident on every page, in ever sentence, I found myself totally engaged by this text and a little envious of a life lived in this world of this particular design thinker!
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