The myth of innovation is that brilliant ideas leap fully formed
from the minds of geniuses. The reality is that most innovations
come from a process of rigorous examination through which great
ideas are identified and developed before being realized as new
offerings and capabilities.
This book introduces the idea of design thinking, the
collaborative process by which the designer''s sensibilities and
methods are employed to match people''s needs not only with what is
technically feasible and a viable business strategy. In short,
design thinking converts need into demand. It''s a human-centered
approach to problem solving that helps people and organizations
become more innovative and more creative.
Design thinking is not just applicable to so-called creative
industries or people who work in the design field. It''s a
methodology that has been used by organizations such as Kaiser
Permanente to icnrease the quality of patient care by re-examining
the ways that their nurses manage shift change, or Kraft to rethink
supply chain management. This is not a book by designers for
designers; this is a book for creative leaders seeking to infuse
design thinking into every level of an organization, product, or
service to drive new alternatives for business and society.