The Design Of Business
Why Design Thinking is the next competitive advantage
by Roger Martin
The Design of Business takes a very business-oriented perspective to employ Design Thinking practices. It’s an important book to read if you’re a leader or owner of a business. Roger Martin introduces the idea of a knowledge funnel as the process for businesses to innovate and solve problems. He also poses that there are two main types of business thinking: analytical thinking, and intuitive thinking. Analytical thinking has gradually become more prevalent because it’s easier to measure. But, intuitive thinking has its place too.
208 pages, Harvard Business Review Press; Third Edition edition 2009
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