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The Designing for Growth Field Book: A Step-by-Step Project Guide (Columbia Business School Publishing) [Spiral-bound]

Jeanne Liedtka , Tim Ogilvie , Rachel Brozenske
5.0 out of 5 stars  See all reviews (1 customer review)
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Book Description

11 Feb 2014 Columbia Business School Publishing
In Designing for Growth: A Design Thinking Tool Kit for Managers (D4G), Jeanne Liedtka and Tim Ogilvie showed how design can boost innovation and drive growth. In this companion guide, also suitable as a stand-alone project workbook, the authors provide a step-by-step framework for applying the D4G toolkit and process to a particular project, systematically explaining how to address the four key questions of their design thinking approach. The field book maps the flow of the design process within the context of a specific project and reminds readers of key D4G takeaways as they work. The text helps readers identify an opportunity, draft a design brief, conduct research, establish design criteria, brainstorm, develop concepts, create napkin pitches, make prototypes, solicit feedback from stakeholders, and run learning launches. The workbook demystifies tools that have traditionally been the domain of designers -- from direct observation to journey mapping, storytelling, and storyboarding -- that power the design thinking process and help businesses align around a project to realize its full potential.

Frequently Bought Together

The Designing for Growth Field Book: A Step-by-Step Project Guide (Columbia Business School Publishing) + Designing for Growth: A Design Thinking Toolkit for Managers (Columbia Business School Publishing) + Sketching User Experiences: The Workbook
Price For All Three: 35.66

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Product details

  • Spiral-bound: 128 pages
  • Publisher: Columbia University Press; Spi edition (11 Feb 2014)
  • Language: English
  • ISBN-10: 023116467X
  • ISBN-13: 978-0231164672
  • Product Dimensions: 22.4 x 21.3 x 1.8 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 77,013 in Books (See Top 100 in Books)
  • See Complete Table of Contents

More About the Authors

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Product Description



About the Author

Jeanne Liedtka is a professor at the Darden School of Business. Her other books include The Catalyst: How You Can Become an Extraordinary Growth Leader and The Physics of Business Growth. Tim Ogilvie is cofounder and CEO of Peer Insight, an innovation strategy consulting firm based in Washington, D.C. Rachel Brozenske is vice president of Allison Partners, an organizational development consulting practice in Charlottesville, and a lecturer at the Darden School of Business.

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5.0 out of 5 stars Five Stars 28 Jun 2014
Format:Spiral-bound|Verified Purchase
Good book
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Most Helpful Customer Reviews on (beta) 3.8 out of 5 stars  8 reviews
2 of 2 people found the following review helpful
5.0 out of 5 stars As Advertised 12 Feb 2014
By B. Johnson - Published on
Format:Spiral-bound|Verified Purchase
Design Thinking is a hot ticket right now. This is just what it says it is - a "fieldbook." It sets out a simple, systematic 15 step process and provides a set of tools to guide anyone through the design thinking process. The process is based on generating answers to 4 key questions -- What Is? (the status quo and the problems with it) What If? (the possible solutions) What wows? (what attracts customers to prefer it as the solution) What works? (features and functionality of the solution that solve the problem). Simple? And clever. The book also provides 18 tools to implement the 15 steps.

I took the author's Coursera course. I recommend the course and this book to anyone who is considering using -- or merely becoming knowledgeable about -- Design Thinking.
1 of 1 people found the following review helpful
5.0 out of 5 stars The easy way to use Design Thinking in business 20 Jan 2014
By Avid Buyer - Published on
Format:Spiral-bound|Verified Purchase
A pragmatic book that explains in a simple and easy way how to apply design tools into your business.
This book is for managers and business individuals that would like to use design thinking tools to fostering innovation and growth into their companies.
From a startup to a large multinational, the tools can be applied to any scenario with the adequate political environment.
The book has several tool exercises so you can also test your knowledge on design thinking.
1 of 1 people found the following review helpful
4.0 out of 5 stars A useful reference for Design Thinkers 16 Jan 2014
By Jim Mandas - Published on
I read the first book, Designing for Growth: a design thinking toolkit for managers, and the field book was a nice surprise. I found myself grabbing for the field book a few times already during a current project I’m working on. This book is much more about design but about how to use Design Thinking for Innovation. The book plays off the content from the first book, but like the “field book” title, is small and compact with templates that can be used while working on a project as a reference.
1 of 1 people found the following review helpful
5.0 out of 5 stars Design Thinking for Business Innovation 14 Jan 2014
By Matthew - Published on
Format:Spiral-bound|Verified Purchase
I took Professor Liedtka's online course, Design Thinking for Business Innovation, last year and really enjoyed it. I've read the Designing for Growth book and this is a great compliment to it. If you took the class, some of these templates were available early but I'm glad I have the paperback version now.

Design thinking is a hot topic right now. Liedtka and Ogilvie have created an accessible and pragmatic toolkit for field work. Employees and entrepreneurs everywhere that are eager to try a new approach to creating customer value should check it out. I highly recommend it.
4.0 out of 5 stars E' una sorta di manuale operativo del bel libro Designing ... 14 Aug 2014
By Amazon Customer - Published on
Format:Kindle Edition|Verified Purchase
E' una sorta di manuale operativo del bel libro Designing for growth uscito nel 2011 che non aggiunge elementi particolarmente rilevanti se non alcuni strumenti che vengono meglio messi a fuoco sulla base dell'esperienza dell'autrice. Qualche spunto interessante.
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