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The Design of Business : Why Design Thinking Is the Next Competitive Advantage (Hardcover)--by Roger Martin [2009 Edition] ISBN: 9781422177808

The Design of Business: Why Design Thinking is the Next Competitive Advantage

Penned By Roger L. Martin
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The Design of Business : Why Design Thinking Is the Next Competitive Advantage (Hardcover)--by Roger Martin [2009 Edition] ISBN: 9781422177808

The Design of Business: Why Design Thinking is the Next Competitive Advantage

Penned By Roger L. Martin
4.85 49,757 Ratings
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Editor's Note:
Most companies today have innovation envy. They yearn to come up with a game—changing innovation like Apple's iPod, or create an entirely new category like Facebook. Many make genuine efforts to be innovative—they spend on R&D, bring in creative designers, hire innovation consultants. But they get disappointing results.Why? In The Design of Business, Roger Martin offers a compelling and provocative answer: we rely far too exclusively on analytical thinking, which merely refines current knowledge, producing small improvements to the status quo.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.Filled with deep insights and fresh perspectives, The Design of Business reveals the true foundation of successful, profitable innovation.

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Released October 13, 2009
Identifier (ISBN) 132797719
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Roger L. Martin
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Roger L. Martin

Roger L. Martin is a writer and avid reader based in the Pacific Northwest. Before pursuing writing full-time, they spent over a decade working in education. When not working on their next book, Roger L. Martin can usually be found hiking with their dog or trying out new coffee shops in their neighborhood.

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"Masterpiece from start to finish. It strikes a perfect harmony of dialogue and world-building. Every chapter felt necessary. Worth every moment spent reading."
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"Such a rich narrative. The prose is exquisite. It’s accessible yet undeniably sophisticated. An effortless 5 stars."
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