Change by Design

In Change by Design, Tim Brown, CEO of IDEO, the celebrated innovation and design firm, shows how the techniques and strategies of design belong at every level of business. Change by Design is not a book by designers for designers; this is a book for creative leaders who seek to infuse design thinking into every level of an organization, product, or service to drive new alternatives for business and society. Learn the proven, human-centered process for sparking true innovation: Creative Problem Solving: Move beyond brainstorming with a structured yet flexible framework that puts people first, converting latent needs into powerful demand. The Power of Prototyping: Discover why building to think—using fast, inexpensive prototypes for products, services, and even strategies—is the key to failing early to succeed sooner. Innovation Across the Organization: Learn how to infuse design thinking into every level of your business, from R&D and strategy to marketing and customer service. From Products to Experiences: Master the art of designing holistic experiences that create deep emotional connections and foster lasting customer loyalty. A New Leadership Mindset: A foundational book for creative leaders ready to challenge the status quo and build a resilient culture of innovation.