About the Book:
The myth of innovation is that brilliant ideas leap fully formedfrom the minds of geniuses. The reality is that most innovationscome from a process of rigorous examination through which greatideas are identified and developed before being realized as new offeringsand capabilities. This book introduces the idea of design thinking, the collaborativeprocess by which the designers sensibilities and methods are employedto match peoples needs not only with what is technically feasible anda viable business strategy. In short, design thinking converts need intodemand. Its a human-centered approach to problem solving that helpspeople and organizations become more innovative and more creative.Design thinking is not just applicable to so-called creative industries orpeople who work in the design field. Its a methodology that has beenused by organizations such as Kaiser Permanente to increase the qualityof patient care by re-examining the ways that their nurses manage shiftchange, or Kraft to rethink supply chain management. This is not a bookby designers for designers; this is a book for creative leaders seeking toinfuse design thinking into every level of an organization, product, orservice to drive new alternatives for business and society
About the Author:
Tim Brown is CEO and president of IDEO. Ranked independently among the ten most innovative companies in the world, IDEO is the innovation and design firm 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 worlds leading companies as well as government, education, healthcare, and social sectors. Tim advises senior executives and boards of Fortune 100 companies and has led strategic client relationships with such companies as Microsoft, Pepsi, Procter & Gamble, and Steelcase.