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Customer Review

on 9 July 2010
'The Design of Business' will give you a good basic overview on why design thinking is the next competitive advantage. It covers the fine balancing act between validity and reliability, or combining intuitive thinking with analytical thinking to get design thinking.

The concept 'design thinking' is not a new concept actually but it is here nicely introduced with all its benefits together with powerful business cases to illustrate the importance: P&G's "Connect + Develop", Herman Miller, Target, IDEO, RIM, Cirque du Soleil, and many others.

For the moment analytical thinking still runs the corporations so there is indeed some window for improvement on the level of business thinking, innovation, decision making and strategy. In this respect the author is convincing towards the reader to stimulate his/her thinking skills towards design thinking.

There is a little bit of focus on recruiting Masters of Fine Arts graduates into the business, although it has been overlooked by the author that there are already many design thinkers out there in business.

'The Design of Business' is a great and easy read with an important message towards all industries and a very important message for innovative approaches.

The Design of Business
Contents
1 The Knowledge Funnel - How discovery takes shape
2 The Reliability Bias - Why advancing knowledge is so hard
3 Design Thinking - How thinking like a designer can create sustainable advantage
4 Transforming the corporation - The design of Procter & Gamble
5 The Balancing Act - How design-thinking organizations embrace reliability and validity
6 World-Class Explorers - Leading the design-thinking organization
7 Getting personal - Developing yourself as a design thinker
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