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Roger L. Martin

The Design of Business: Why Design Thinking is the Next Competitive Advantage

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Most companies today have innovation envy. Many make genuine efforts to be innovative: they spend on r&d, bring in creative designers, hire innovation consultants; but they still get disappointing results. Roger martin argues that to innovate and win, companies need 'design thinking'. The knowledge funnel : how discovery takes shape -- the reliability bias : why advancing knowledge is so hard -- design thinking : how thinking like a designer can create sustainable advantage -- transforming the corporation : the design of procter & gamble -- the balancing act : how design-thinking organizations embrace reliability and validity -- world-class explorers : leading the design-thinking organization -- getting personal : developing yourself as a design thinker. Roger martin. Includes bibliographical references and index.

Publisher: Harvard Business Review Press