Designing for Growth

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1、DesigningforadesignthinkingtoolkitformanagersJeanneLiedtkaandtimOgiLvieSectioni:TheWhyandHowofDesignThinkingchapterone:WHyDesign?Everymanagerneedsdesign.Youcan’tgrowabusinesswithoutit.Butwhatisit?Askedtodescribedesign,TimBrennanofApple’sCreativeServicesgroupdrewthefollowingpic

2、ture:1?$Design,thiscleverdefinitionasserts,issimplymagic.Itisanutterenigma,amysteriousno-man’s-landwhereonlythebrave(andthebrilliant)daretread.Itmocksanyideathataformalprocesscouldexistfornavigatingthosemanyhairpinturns.Sure—we’dallliketodiscovertheequivalentoftheiPodinourownb

3、usinesses.Butmeremortals—especiallybusinesstypes—areoutoftheirleaguewhenitcomestounleashingthatkindofinnovationandgrowth.Andsowethrowupourhandsandgobacktoporingoverspreadsheetsandmarketresearchreportsinoursearchforthenextsilverbullet,thenextcatalystforgrowth.4deSigningforgrowt

4、hButdon’tbeputoffbyApple’sviewofdesign.Designhasalotofdifferentmeanings.AnditturnsoutthatthedesignthinkingprocessthatwearegoingtotalkaboutinthisbookDaveJarrettismoreakintoDorothy’srubyslippersthanamagicwand.You’vealreadygotthepower.YoujustneedtofigureouthowThinkhotbedofdesignt

5、hinking.Thinktouseit.Findaleaderofinnovationinanyorganization,andCPAsandtaxaccountants.Areyouheorshehaslikelybeenpracticingdesignthinkingallalong.confusedyet?Ifyouareamanagerreadingthisbook,getreadytorollupyoursleeves—notthrowupyourhands.BecausedesignThefirsttimeyoutalktoDaveJ

6、arrett,apartnerthinkingisactuallyasystematicapproachtoproblemsolving.atCroweHorwath,oneofthelargestaccount-ItstartswithcustomersandtheabilitytocreateabetterfutureingfirmsintheUnitedstates,hejustmightaskifyou’veheardthejokeabouthowyoubecomeaforthem.Itacknowledgesthatweprobablyw

7、on’tgetthatrightpartnerinaCPAfirm.“younevergetabetteroffer,”thefirsttime.Itdoesnotrequiresupernaturalpowers.Thishedeadpans.kindofdesignisabsolutelysafetotryathome.DavejoinedCrowein1975andspenttwode-Anddesign’stimehascome.cadesasanauditorandtaxexpert.ForthepastWebelievethatther

8、ecentexplosionofinterestindesigntenyears,hehasheadedupagroupt