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1、ChangeByDesignChangeByDesignChangeByDesign用设计改变Inhisnewbook,theCEOofdesignshopIDEOshowshowevenhospitalscantransformthewaytheyworkbytappingfrontlinestafftoengineerchangeBrown'sfirmhelpedKaiserPermanente'sstaffboosttimewithpatientsEricMilletteByTimBrownAst
2、hecenterofeconomicactivityinthedevelopedworldshiftsinexorablyfromindustrialmanufacturingtoknowledgecreationandservicedelivery,innovationhasbecomenothinglessthanasurvivalstrategy.Itis,moreover,nolongerlimitedtonewphysicalproductsbutincludesnewsortsofproce
3、sses,services,interactions,entertainmentforms,andwaysofcommunicatingandcollaborating.Theseareexactlythekindsofhuman-centeredtasksthatdesignersworkoneveryday,andovertimetheyhaveevolvedabodyofskillstohelpthemdoit.ItistimeforthistypeofthinkingOdesignthinkin
4、gOtomigrateoutwardandupwardintothehighestlevelsofleadership.Businessleaders,hospitaladministrators,universityprofessors,andnongovernmentalorganizations(NGOs)needtointegratethemethodsofthedesigner,justasdesignersneedtobroadentheirreachfromthecraftingofobj
5、ectstotheshapingofservices,experiences,andorganizations.Design,inshort,hasbecometooimportanttobelefttodesigners.WhenIspeaktoCEOs,thequestiontheymostoftenaskis:"HowcanImakemycompanymoreinnovative?"Theyrecognizethatintoday'sfluidbusinessenvironment,innovat
6、ioniskeytocompetitiveness,buttheyareawareofthedifficultiesinfocusingtheirorganizationsaroundthisgoal."Howcanweincorporatethedesigner'screativeproblem-solvingskillsintoourlargerstrategicinitiatives?""Howcanweengageagreaterpercentageofourworkforceindesignt
7、hinkingitself?"Steelcase(SCS)'sJimHackettandA.G.LafleyofProcter&Gamble(PG)areamongagrowingnumberofenlightenedbusinessleaderswhounderstandthatasteadyflowofinnovativeproductsrestsuponanunderlyingcultureofinnovation.Whiletheyareexcitedbythechallengeofdesign
8、ingnewproducts,theyareevenmoreexcitedbythechallengeofdesigningtheorganizationitself.SinceHackettbecameCEO,Steelcasehascometolooklikeaverydifferentcompanyfromtheonethatofferedtheworldthefirstfireproofwastebasketbackin1914.O
