Designing for Growth: A Design Thinking Tool Kit for Managers
Designing for Growth: A Design Thinking Tool Kit for Managers by Jeanne Liedtka and Tim Oglivie (List Price: $29.95; 2011 Columbia Business School Publishing). My expectations for this book were quite high -- I wanted the promised thinking tool kit for managers in a fun-to-read package as advertised in the book title. I was a little disappointed. It is a good read, and the authors did a nice job of making the book visually compelling. I was disappointed in the depth of the content though. The authors presented what I felt was a very surface-level explanation of the design process. The primary "tool" was a phased approach to design that separated creativity from concept development from sales pitch: not exactly a revolutionary design strategy. I am struggling a little bit with the question "who would I recommend the book to?" It is generally well-written, and the illustrative stories are also kind of interesting. In all fairness, some of the organizing outlines