Change by Design
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Change by Design

3.83 of 5 stars 3.83  ·  rating details  ·  1,655 ratings  ·  105 reviews
The myth of innovation is that brilliant ideas leap fully formed from the minds of geniuses. In reality, most innovations are borne from rigor and discipline. Breakthrough ideas—whether for a new bicycle, an advertising campaign, a treatment plan for diabetes, or a program aimed at tackling the national obesity epidemic—emerge not by chance, but by studying and embracing t...more
ebook, 272 pages
Published September 29th 2009 by HarperCollins e-books (first published September 16th 2009)
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(showing 1-30 of 3,000)
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Wendy Yu
Sorry sir, you are an amazing designer, philanthropist and inspiration to us all, but you are not a good writer. The book attempts to introduce the philosophies that propelled IDEO to the top of the world in design strategies and innovations, not at the level of making something look pretty, but at radical shifts in perception and usage. Brown equally emphasizes the importance of market success and global povery-reduction, successfully arguing that design problems should encompass childhood obes...more
Tim Chang
Met Tim Brown at IDEO for the book launch party of this title, and was inspired to read it after listening to his talk about the subject. Some good high level frameworks and ideas, and it makes me wish that I could experience this process in action as part of an IDEO project team sometime!

Notes and key takeaways:
1) Design thinking starts with divergence (expand range of options).
2) Take a human-centered approach (vs existing business constraints or tech-based approach): observe real user behavio...more
Jillian
This was easy to read and on occasion insightful, but it felt like a really long advertisement/infomercial for IDEO. It would have been much better if he concentrated on just a few clients/ideas rather than trying to say everything in one book. Felt like I was at a party stuck in a corner with someone doing a lot of name dropping!

His very brief chapter on sustainable design was pathetic and not worth his effort. What is the point in telling a story about finding a discarded toothbrush you desig...more
I
Tim Brown preaches the virtue of the designer and asks people and businesses responsible for hiring them to give them more time, money, and resources to do their job while at the same time claiming that operating within tight, unforgiving constraints is the realm in which the designer thrives.

Although there were a few valuable insights regarding the design process here, it wasn't anything that couldn't have fit in a one hour lecture and written on a standard square yellow sticky note.

Many busine...more
Fred Darbonne
Tim Brown, CEO of IDEO, an innovation and design firm ranked among the ten most innovative companies in the world, debunks the myth that brilliant ideas, creativity, and innovation are the sole province of geniuses and specially gifted people, but are more often the result of disciplined thinking and careful observation, skills the rest of us can develop and apply. He argues that traditional organizational structures are designed for efficiency, which causes new ideas to be incremental, predicta...more
Gene Babon
Change by Design is an insightful look at all sorts of organizations and how they solved challenges by working with IDEO, a global consultancy focused on helping companies innovate.

If you are new to design concepts, the following tools are discussed:
brainstorming, scenarios, storyboards, story telling, mind mapping and prototyping. Since these are right-brain tools and my brain seems to prefer functioning in left-brain mode, this book provided an adequate mind meld to get both sides to recogniz...more
Creatingalan Black
bought this over a year ago along with a few other books devoted to DESIGN THINKING in order to learn about what DESIGN THINKING is.

Interesting read
a little too much a memoir of IDEO
limited in its coverage of the fields of Design from where the author's principles of what he calls DESIGN THINKING come from.

Wish he had used a more linear structure to organize the development of DESIGN THINKING

Having worked in various design fields for over 20 years from licensed architect to interiors to graphics...more
Shinynickel
Oct 03, 2009 Shinynickel marked it as to-read  ·  review of another edition
Off this review:

Change By Design: How Design Thinking Transforms Organizations and Inspires Innovation
By Tim Brown (HarperBusiness)
Design is not just about making things. It’s a tool for building better organizations, communities, and governments. It’s an approach, unbound to a specific discipline—a way to organize information; to problem-solve; to synthesize new ideas. This is the crux of design thinking, a concept introduced by IDEO’s Tim Brown in Change by Design. In this “blueprint for creat...more
Jorge
The book was promising at the very beginning but it turned out to be a mash-up of ideas and stories with no clear order or objective. At the end of the book I didn't understand what exactly "Design Thinking" means and how this could be applied to our daily life and work. As someone interested in "design" in a broad sense, I feel disappointed about this reading.
Zameer Andani
Great intro into the ongoings at Ideo - one of the world's premiere design firms. It's a great introduction on "design thinking" something I feel will be a crucial in tackling problems faced by everyone everyday.
getAbstract
Tim Brown’s understated, exciting take on innovation draws its inspiration from design; he calls the process “design thinking.” Brown is CEO and president of IDEO, an influential U.S. design and innovation firm. This book conveys that innovation is the norm at IDEO. The company expects employees to come up with not just fresh ideas but new solutions to real-world problems. Brown’s and IDEO’s expectations of changing the world are realistic because they’ve done it more than once; their excitement...more
Jesse
In Change By Design, Brown clarifies the definition of _design thinking_ and discusses companies and attempts that have and have not found success with the discipline, knowingly or otherwise. He also discusses the rough process by which innovation can be stumbled upon - because as it turns out, according to Brown - innovation is not found within the neat crosshairs of discipline, but among the rough cuts and folds of overlap between inspiration, ideation and implementation.

The writing style is s...more
Sergei_kalinin
Замечательная книга! Была прочитана запоем :) Пропитана глобальным оптимизмом и творчеством, и вдохновляет не по-детски :)

Но это эмоции... Если серьёзно, то дизайн-мышление - подход к инновациям, который может быть применен максимально широко: и для развития организаций, и для бизнес-новаций, и для решения социальных проблем, и даже для разрешения глобальных проблем, вроде экологической катастрофы. Масштаб инноваций может быть любым - от самого себя, до планеты Земля.

В том числе не важна грани...more
Scott
Brad Milton, a church member who is an architect, gave me this book last year as the church began implementing a new governance structure. I didn't read it at the time and only recently started reading it. And like a book does every now and then, such as Jane McGonigal's Reality is Broken, it gave me incredible insight into church planning and ministry, despite not being anything directly related to church.

Brown is concerned with teaching businesses and organizations to make better use of design...more
Mari
I'm a big fan of journey mapping and using design thinking to rethink complex problems, but this book was lousy. Brown uses lots of examples from his days at IDEO to illustrate ways his approach can be revolutionary, which is fine. But then there are also lots of examples of other innovative approaches (like the edible schoolyard) that did not use his approach but get mentioned just because they are good ideas. He seems to want to let design thinking take credit for any and all new solutions to...more
Paul Deveaux
All in all a good book that I did not really start enjoying until about 2/3 of the way through. Maybe it took me that long to get what Brown was trying to say. This methodology is similar to others (Boyd Cycle, DMAIC) What is distinctive about design thinking is the stress on the human element in the process. Designers author experiences for human beings. This is central to design thinking. Design thinkers keep the human element central to their efforts. Other problem solving or process improvem...more
Jill
I fell in love with IDEO and the concept of design thinking after reading Tom Kelley's The Art of Innovation. Reading my November 2008 review of the book, I see that it says "The book flags somewhat in the middle - there are still plenty of anecdotes about the company's projects, but they're like the flashes of scenery you glimpse through the window of a train - intriguing but you wish the train moved just a wee bit slower so you could see more details. You're left feeling impressed that IDEO wa...more
Bett Correa
The first half of this book is a repeat of other books I've read on Design Thinking and what is in Creative Confidence by Tom and David Kelley (which I highly recommend). But the second half actually gives a lot of good ideas on how to structure your company to use design thinking. The big take-a-ways for me were that a culture is critical. Everyone needs to be positive and accepting of risks and changes. If you have a synical culture then you will see ideas wither away.
Ryan
I love IDEO. I think the business is brilliant and love how they take a human and sociological view centered around empathy and bring it to design process. The 60 Minutes with the founder Tim Brown was great. So I came in having incredibly high hopes for this book. While it had moments, getting the perspective of how they approach 'briefs', it didn't really deliver much and maybe that's it. The design process isn't formalized. He says at the beginning that the book isn't an instruction manual, b...more
Dharmesh
Straight from the IDEO CEO. It's not really a cheat sheet to design-thinking, but an insight into what Design Thinking really is, and how it affects (and can affect) our life. With lots of examples from the IDEO books (and even otherwise), Tim Brown tries to touch almost every product/service industry where design thinking made a difference. It's a short read, with simple language, and no nonsense text.
MI2
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Clare
This book provides a fairly high-level overview of design thinking and some of the work that Tim Brown and IDEO have been involved with. A great book for executives/managers which highlights the importance of innovation, creativity and design in organisations and provides some useful advice for how it can be facilitated. I would have liked to see some of the examples discussed in more detail - several times I thought the book left stories hanging - I found myself thinking 'and then what happened...more
Gary
I think it reads well. If you have a little more than a basic understanding of a research driven design process you might not find a need to pick this book up. If you are new to how designers can use their talents as creative problem solvers as opposed to artifact creators—this is a great place to get started in restructuring your process.
Rachel C.
A selection of the Engineers Book Club at work.

I can't recommend this book to the general interest reader. While I did learn from some of his concrete examples, overall I found Tim Brown to be quite self-congratulatory and smug, with a tendency to lapse into vague consultant-speak. I tried to be a good sport for the first 60% or so, but the book really did become staggeringly tedious to read after that. Looking forward to the discussion group.
Si Wilson
An interesting delve into Brown, IDEO, and a heap load of designs they've thought up (and the problems that they solved). If anything he book is an extensive collection of case studies, showcasing IDEO's work. No denying there's some impressive work in there - and even four years on the Nokia case study makes a fascinating read in retrospect. This approach and the writing style employed gets formulaic to the point of tedium.

What isn't case studies is Brown emphasising and re-emphasising his beli...more
Dax
This book is being a career changer for me.

It tells us about the importance of thinking with the hands (prototyping), communicating visually and with empathy, applying in the business world the tools that were typically used by design people. Those are the Design Thinkers.

In our connected world focus on the consumer experience is a must-have capability. To be able to create this consumer-focused culture people inside the company should first have their own experience, as collaborators, to be des...more
Josh
One of the best pop-culture business books I've read. Although design thinking has come under fire recently, this method of chaotic creativity has a lot to offer other areas of life and intellectual pursuits.
Anne
I am a great admirer of IDEO and its holistic approach to design projects. Where other companies pay lip-service to user-based work, IDEO puts it into practice. Brown sets the context for the company's "Design Thinking" philosophy reasonably well. For the reader it helps to know something about the company as the explanations are often incomplete. I would have preferred more detailed development of a number of the projects. Much was left to read between the lines and the stores fell into a repet...more
Jay Dawkins
Great core concepts early in the book. Later is very Ideo-centric, but still offers some great lessons on how to apply design thinking principles everywhere.
Todd Ellsworth
I enjoyed the book because I love reading everything I can about IDEO. They happen to be one of my favorite companies in the whole world to follow. Overall the concept of the book is really good and Design Thinking is going to be one of the best ways to bring change to a company that allows for it to compete in the current environment and in the future ones that we can't even imagine yet. My favorite IDEO books are still the ones by Tom Kelley which are "The Art of Innovation" and "Ten Faces of...more
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  • Visual Meetings: How Graphics, Sticky Notes & Idea Mapping Can Transform Group Productivity
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Tim W. Brown was born and raised in Rockford, Illinois. In 1983 he graduated summa cum laude from Northern Illinois University with a degree in American studies. He is the author of four published novels, Deconstruction Acres (1997), Left of the Loop (2001), Walking Man (2008), and Second Acts (2010). His fiction, poetry and nonfiction have appeared in over two hundred publications, including Anot...more
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“At IDEO we have dedicated rooms for our brainstorming sessions, and the rules are literally written on the walls: Defer judgment. Encourage wild ideas. Stay focused on the topic. The most important of them, I would argue, is "Build on the ideas of others.” 4 likes
“Optimism requires confidence, and confidence is built on trust. And trust, as we know, flows in both directions.” 3 likes
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