Part manifesto, part handbook, THE DESIGNFUL COMPANY provides a lively overview of a growing trend in managementadesign thinking as a business competence. According to the author, traditional managers have relied on a two-step process to make decisions, which he calls aknowinga and adoing.a Yet in todayas innovation-driven marketplace, managers need to insert a middle step, called amaking.a Making is a phase in which assumptions are questioned, futures are imagined, and prototypes are tested, producing a wide range of options that didnat exist before. The reader is challenged to consider the authoras bold assertion: There can be no real innovation without design. Those who are new to Marty Neumeieras awhiteboarda series may want to ramp up with the first two books, THE BRAND GAP and ZAG. Both are easy reads. Covered in THE DESIGNFUL COMPANY: - the top 10 awicked problemsa that only design can solve - a new, broader definition of design - why designing trumps deciding in an era of change - how to harness the aorganic drivetraina of value creation - how aesthetics add nuance to managing - 16 levers to transform your company - why you should bring design management inside - how to assemble an innovation metateam - how to recognize and reward talent From the back cover: The complex business problems we face today canat be solved with the same thinking that created them. Instead, we need to start from a place outside traditional management. Forget total quality. Forget top-down strategy. In an era of fast-moving markets and leap-frogging innovations, we can no longer adecidea the way forward. Today we have to adesigna the way forwardaor risk ending up in the fossil layers of history. Marty Neumeier, author of THE BRAND GAP and ZAG, presents the new management engine that can transform your company into a powerhouse of nonstop innovation.Those who are new to Marty Neumeieras awhiteboarda series may want to ramp up with the first two books, THE BRAND GAP and ZAG. Both are easy reads.
|Title||:||The Designful Company|
|Publisher||:||Peachpit Press - 2009-03-30|