Designing for Growth: A Design Thinking ToolKit for Managers

Jeanne Liedtka and Tim Ogilvie

eISBN: 978-0-231-52796-5

2011 (144 pages )

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Download Designing for Growth: A Design Thinking ToolKit for Managers Pages
(pages 1-242)
Designing for Growth: A Design Thinking ToolKit for Managers Pages (pages 1-242)

Download Front Matter
(pages 1-6)
Front Matter (pages 1-6)

Download Table of Contents
(pages 7-8)
Table of Contents (pages 7-8)

Download Acknowledgements
(pages 9-14)
Acknowledgements (pages 9-14)

Download Section I: The Why and How of Design Thinking
(pages 15-16)
Section I: The Why and How of Design Thinking (pages 15-16)

Download 1. Why Design?
(pages 17-34)
1. Why Design? (pages 17-34)

Download 2. Four Questions, Ten Tools
(pages 35-52)
2. Four Questions, Ten Tools (pages 35-52)

Download Section II: What is?
(pages 53-62)
Section II: What is? (pages 53-62)

Download 3. Visualization
(pages 63-74)
3. Visualization (pages 63-74)

Download 4. Journey Mapping
(pages 75-88)
4. Journey Mapping (pages 75-88)

Download 5. Value Chain Analysis
(pages 89-94)
5. Value Chain Analysis (pages 89-94)

Download 6. Mind Mapping
(pages 95-106)
6. Mind Mapping (pages 95-106)

Download Section III: What if?
(pages 107-116)
Section III: What if? (pages 107-116)

Download 7. Brainstorming
(pages 117-126)
7. Brainstorming (pages 117-126)

Download 8. Concept Development
(pages 127-134)
8. Concept Development (pages 127-134)

Download Section IV. What wows?
(pages 135-144)
Section IV. What wows? (pages 135-144)

Download 9. Assumption Testing
(pages 145-154)
9. Assumption Testing (pages 145-154)

Download 10. Rapid Prototyping
(pages 155-164)
10. Rapid Prototyping (pages 155-164)

Download Section V. What works?
(pages 165-172)
Section V. What works? (pages 165-172)

Download 11. Customer Co-Creation
(pages 173-180)
11. Customer Co-Creation (pages 173-180)

Download 12. Learning Launch
(pages 181-192)
12. Learning Launch (pages 181-192)

Download Section VI: Leading Growth and Innovation in Your Organization
(pages 193-214)
Section VI: Leading Growth and Innovation in Your Organization (pages 193-214)

Download Appenidx: The Project Management Aids
(pages 215-226)
Appenidx: The Project Management Aids (pages 215-226)

Download Appendix: The CNVC's List of Universal Human Needs
(pages 227-230)
Appendix: The CNVC's List of Universal Human Needs (pages 227-230)

Download Appendix: Further Reading
(pages 231-234)
Appendix: Further Reading (pages 231-234)

Download Notes
(pages 235-238)
Notes (pages 235-238)

Download About the Authors
(pages 239-242)
About the Authors (pages 239-242)

Designing for Growth: A Design Thinking ToolKit for Managers

Jeanne Liedtka and Tim Ogilvie educate readers in one of the hottest trends in business: “design thinking,” or the ability to turn abstract ideas into practical applications for maximal business growth. Liedtka and Ogilvie cover the mind-set, techniques, and vocabulary of design thinking, unpack the mysterious connection between design and growth, and teach managers in a straightforward way how to exploit design’s exciting potential.

Exemplified by Apple and the success of its elegant products and cultivated by high-profile design firms such as IDEO, design thinking unlocks creative right-brain capabilities to solve a range of problems. This approach has become a necessary component of successful business practice, helping managers turn abstract concepts into everyday tools that grow business while minimizing risk.

Jeanne Liedtka is a professor at the Darden Graduate School of Business Administration, University of Virginia. Formerly the executive director of its Batten Institute, a foundation established to develop thought leadership in the fields of entrepreneurship and corporate innovation, she has also served as chief learning officer for the United Technologies Corporation (UTC) and as associate dean of the MBA program at Darden.

Tim Ogilvie is CEO of Peer Insight, an innovation strategy consultancy, where he has pioneered contributions to the emerging disciplines of service innovation, customer experience design, and business model exploration. His clients include AARP, Bank of America, Diebold, GE, Hallmark, Hewlett-Packard, Procter & Gamble, Starwood Hotels, and The Hartford.

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