The Design of Business

In this reference work on Design Thinking, Roger Martin starts with the tension that often exists between analytical and intuitive approaches in the business world. In particular, he reminds us that the ability to see the world not as it is, but as it could be, lies at the core of innovation—and that truly new developments therefore cannot be found by relying on knowledge of what already exists. Citing examples ranging from McDonald's to Cirque du Soleil, he shows how companies can develop their ability to imagine breakthrough solutions by thinking as designers do. For example, how can you formulate your problem as an enigma to foster creative thinking?

This is a work of substance, sometimes abstract, but based on detailed examples.