What is Design Thinking Anyway?

"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)."

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Link The Design Observer Website