This book defends that companies today have innovation envy. They yearn to come up with a game-changing innovation or create an entirely new category. Many make genuine efforts to be innovative-they spend on R&D, bring in creative designers, hire innovation consultants. But they get disappointing results. In The Design of Business, Roger Martin offers an answer - people rely far too exclusively on analytical thinking, which merely refines current knowledge, producing small improvements to the status quo. To innovate and win, companies need design thinking.
Detalhes do Produto
Subtítulo: WHY DESIGN THINKING IS THE NEXT COMPETITIVE ADVANT