"Most companies today rely on analytical thinking, which merely refines current knowledge, producing small improvements to the status quo. To innovate, organizations need to employ the characteristics of great design: a deep understanding of the user, creative resolution of tensions, collaborative prototyping and continuous modification of ideas and solutions. This is design-thinking." - Roger Martin, The Design Observer Group Website, 2009
" 'What is Design Thinking' is an excerpt from Roger Martin's new book The Design of Business: Why Design Thinking is the Next Competitive Advantage (Harvard Business Press, 2009)."Link The Design Observer Website
