CHANGE BY DESIGN

The myth of innovation is that brilliant ideas leap fully formed from the minds
of geniuses. The reality is that most innovations come from a process of rigorou
s examination through which great ideas are identified and developed before bein
g realized as new offerings and capabilities.

This book introduces the idea of
design thinking' the collaborative process by which the designer's sensibilities
and methods are employed to match people's needs not only with what is technica
lly feasible and a viable business strategy. In short' design thinking converts
need into demand. It's a human-centered approach to problem solving that helps p
eople and organizations become more innovative and more creative.

Design thinki
ng is not just applicable to so-called creative industries or people who work in
the design field. It's a methodology that has been used by organizations such a
s Kaiser Permanente to icnrease the quality of patient care by re-examining the
ways that their nurses manage shift change' or Kraft to rethink supply chain man
agement. This is not a book by designers for designers; this is a book for creat
ive leaders seeking to infuse design thinking into every level of an organizatio
n' product' or service to drive new alternatives for business and society.