Creating Desired Futures. How Design Thinking Innovates Business
Today, in a world that is increasingly driven by faster cycles of change, the need to radically remake-as opposed to just modify or optimize-a business to ongoing environmental changes is greater than ever. Confronted with such disruptive situations, the managerial practice of trying to "fix" something established that is suddenly broken becomes misleading if not unfeasible. It entices someone to seek something one does not wish to go away rather than to create something one really desires to exist in the future. The distinction between the two is fundamental. In problem solving, in analytically identifying flaws in existing situations, established products, processes or organizational structures are adapted to a changing business environment; in creation, energies are expended in establishing those resources that possibly generate value in light of a vision a business is seen as evolving towards in the future. Hence, whereas the former attempts to modify or optimize prevailing knowledge, skills and capabilities, the latter is forced to ask a new set of questions about how to run the business.
This book addresses the question of how design-here not understood as a way of form shaping but as an iterative process of learning and creation-is able to innovate today's businesses. People from the world's leading companies such as Arup, IDEO, Nike, Shell Innovation Research and Siemens, and from the fields of consulting, academia and research present their insights on design thinking. In addition to its focus on the operative nature of design methodology, this books highlights the relevance of the design approach for future management practice and education. Cases are cited where appropriate.
Authors: Adam Kahane, Jamshid Gharajedaghi, Jeanne Liedtka, John Thackara, Albin Kälin, Alejandro Gutierrez, Michael Shamiyeh, Robert Bauer, Andrew Bollinger, Arnab Chatterjee, Kamil Michlewski, Markus Miessen, Wolfgang Schwaiger, Simonetta Carbonaro, Christian Votava, David Griesbach, Fred Collopy, Fred Dust, Gerald Fliegel, Greg van Alstyne, Heather Fraser, Ilya Prokopoff, Thomas Duschlbauer, Michael Braungart, Richard Boland, Simon Grand, Sonja Zillner, Ward Eagen, William McDonough.