This document discusses design thinking and its importance in innovation. It provides definitions of design thinking from thought leaders like Tim Brown and Thomas Lockwood. Design thinking is described as a human-centered approach that uses observation, collaboration and prototyping to address user needs and create innovative solutions. The document also lists several recommended books and resources for further reading on how design impacts business strategies, organizational structures and customer experiences.

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4. DESIGNStudio by Dassault Systèmes | November 16

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6. 6Image courtesy of late night city walking

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Daniel Newman, Central Office of Design

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Marty Neumeier’s Author of The designful Company: Design Thinking is the skill that
activates innovation. If you want to innovate you have to design. Not design as decoration,
beautification or styling.. but as Herbert Simon Nobel Prize Laureate (who invented
Artificial Intelligence) says A designer is anyone who devises ways to change existing
situations into preferred ones.
Tim Brown: “Design thinking can be described as a
discipline that uses the designer’s sensibility and
methods to match people’s needs with what is
technologically feasible and what a viable business
strategy can convert into customer value and market
opportunity.”
Thomas Lockwood: “DT is a human centered innovation process that
emphasizes observation, collaboration, fast learning, visualization of ideas,
rapid concept prototyping and concurrent business analysis, which
ultimately influences innovation and business strategy. It is a methodology
for innovation and enablement.”
Abductive thinking: “The logic of what
might be….” From the philosopher
Charles Sanders Peirse.
The Ancients Greeks frame the idea,
something missing in 20th C
management which rewards short term
success.
To know truth – To make beauty – To do good.

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14. 14 Marty Neumeier and Mario Veliandi
Thought Leadership
Business Models
Organizational Structure
Strategic Decisions
Internal Communications
Operational Proceses
Brand EcoSystems
Customer Experiences
Products and Services
External Conversations

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20. 20 https://www.youtube.com/watch?v=vwRulz8hPKI

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Collection by Stephan Clambaneva and Anne Asensio

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Further Reading
1. Innovation X: Why a Company’s Toughest ProblemsAre Its GreatestAdvantage, by Adam Richardson. Jossey-Bass; 1 edition (February 8, 2010). ISBN: 0470482192
This book is focused on innovation’s impact on businesses and how businesses have been influenced by design. It’s a smart look at the relevance of design.
2. A Fine Line: How Design Strategies are Shaping the Future of Business, by Hartmut Esslinger. Jossey-Bass; 1 edition (June 29, 2009). ISBN: 0470451025
This is a business book methodology of real world examples to illustrate lessons in leadership and strategy. It is less about concrete ideas and more about principles.
3. Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation, by Tim Brown. HarperBusiness (September 29, 2009). ISBN: 0061766089
Change by Design explores the intersection of design and business. MBA and MFA. It talks more about the need for business owners to be well-rounded and the need for certain abilities..
4. The Design of Business: Why Design Thinking Is The Next CompetitiveAdvantage, by Roger L. Martin. Harvard Business School Press (November 9, 2009). ISBN:
1422177808
The Design of Business explains why design is important in business.
5. Corporate Creativity: Developing an Innovative Organization, by Thomas Lockwood. Allworth Press; First Edition (June 9, 2009). ISBN: 1581156560
Lockwood’s collection of essays is about leveraging creativity. A useful look at how to create management structures.
6. Design Thinking: Integrating Innovation, Customer Experience, and Brand Value, by Thomas Lockwood. Allworth Press; Original edition (November 10, 2009). ISBN:
1581156685
This compilation of 31 essays is certainly a thorough look at design.
7. Building Design Strategy: Using Design to Achieve Key Business Objectives, by Thomas Lockwood. Allworth Press (November 11, 2008). ISBN: 1581156537
This is a collection of articles by a number of authors that examine the concept of design and its application in varying business situations.
8. 101 Design Methods: A Structured Approach for Driving Innovation in Your Organization Paperback (October 9, 2012) Amazon

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27. 27 Guide by Robert Curedale www.dcc-edu.org