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Most companies today have invation envy. They yearn to come up with a game--changing invation like Apple's iPod, or create an entirely new category like Facebook. Many make genuine efforts to be invative--they spend on R&D, bring in creative designers, hire invation 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 kwledge, producing small improvements to the status quo. To invate and win, companies need design thinking. This form of thinking is rooted in how kwledge advances from one stage to ather--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 kwledge 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 kwledge through the stages in ways that produce breakthrough invations and competitive advantage. Filled with deep insights and fresh perspectives, The Design of Business reveals the true foundation of successful, profitable invation.
Roger Martin is dean of the Rotman School of Management at the University of Toronto and a professor of strategic management at the school. He authored The Responsibility Virus, The Opposable Mind, and many articles in leading business publications including Harvard Business Review, BusinessWeek, Fast Company, and Barron's.