Product & strategyStrategy
The Design of Business
Roger L. Martin
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Why design thinking is the next competitive advantage, and how businesses move ideas through the knowledge funnel.
2009Harvard Business PressYour rating
About this book
The Design of Business argues that companies lean too heavily on analytical thinking, which only sharpens what they already know and yields small gains on the status quo. Roger Martin traces how knowledge advances from an unexplained mystery to a rule of thumb, then to a set formula, and finally to code that runs automatically. The book points to Procter & Gamble, Cirque du Soleil, RIM and other companies that moved knowledge along those stages to reach breakthrough innovations.
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