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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.