Rotman on Design:

Rotman on Design features Rotman magazine’s best articles on design thinking and business design. Insights are drawn from the people on the front lines of bringing design into modern organizations, as well as from the leading academics who are teaching design thinking to a new generation of global leaders.

Why has design had such resonance with a business audience?

Roger Martin, former dean The Rotman School of Management says,

I believe it’s because people recognize that everything that surrounds us is subject to innovation — not just physical objects, but political systems, economic policy, the ways in which medical research is conducted, and complete user experience. Organizations can no longer count on quality, performance or price alone to sustain leadership in the global marketplace: design has emerged as a new competitive weapon and a key driver of innovation.

In the end, design is about shaping a particular context for the better, rather than taking it is as it is. Success today arises not from emulating others, but by evolving unique models, products and experiences — in short, creative solutions. That’s an end result we can all get behind, and design has already proven its value in achieving it.

Contributors include:  RISD’s John Maeda , IDEO’s Tim Brown, Darden’s Jeanne Liedtka, P&G’s Claudia Kotchka, MicGill’s Henry Mintzberg,  and TED’s Helen Walters.

Anyone who is interested in fostering creativity and innovation in their organization will benefit from this engaging book. Bruce Nussbaum writes, “This is the most extraordinary collection of essays on Design and Design Thinking that I have ever seen. Including contributions by the most insightful leaders in the field, it is a powerfully useful book that everyone in search of more innovation and creativity must have.”

Design-Thinking as a Strategy for Innovation In my experience, thinking like a designer helps make creativity and innovation easier to manage. It is a way of thinking and a way of being.

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