Analysis catalysis

Designers think they can teach MBAs and philanthropists a thing or two

Dec 8th 2009
From Economist.com

TIM BROWN, the boss of IDEO, a consultancy that helped shape Apple’s first mouse, does not have solutions to daunting global problems such as climate change, epidemics and persistent poverty. But he believes he knows how to find them: with “design thinking”.

By design thinking, Mr Brown means the open-minded, no-holds-barred approach that designers bring to their work, rather than the narrow, technical view of innovation traditionally taught at many business and engineering schools. Firms that think like designers, he claims in a new book, “Change by Design”, stand to win huge new markets and profits. The concept may sound pat and woolly, encompassing everything from savvier marketing to radical technological leaps. Yet design thinking is winning many converts in both industry and philanthropy.

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