Harper Collins Publishers, NY-USA, 2009
Tim Brown, CEO, IDEO is one of the most respected figures in the design world and is one of my idols. His book, 'Change by Design', based on Design Thinking, introduces to the various ways in which businesses can integrate design thinking at all levels. Design thinking is not a design method, but an approach to look at things.
The book sheds light on how 'innovations' happen. It breaks the myth that innovation is a light that strikes the mind of the genius. It shows how innovation is a actually a product of a grueling deal and comes out of processes such as story-telling, prototyping, experiencing, etc. Brown goes through his experiences, projects and case-studies at IDEO to explain the concept.
The book starts off with what seems as Brown's favorite example for design thinking: Brunel – the engineer and the Great Western Railway in England. The book is divided into 2 parts, the first one explaining what design thinking is and the second taking us ahead from there. The first part includes the foundation and fundamentals of design thinking. He explains how any person and not just a designer can be a design thinker. He describes a design thinker as a person who is not only creative but can think creatively, in a non-linear fashion, is exploratory by nature. Brown looks at bridging the gap between designers and the MBAs.
This is a book not just for designers but for creative business people.
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