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61 reviews for:
Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation
Tim Brown
3.57 AVERAGE
61 reviews for:
Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation
Tim Brown
3.57 AVERAGE
3.5 stars - A lot of this was repetitive from design-thinking sessions I experienced in business school but I was fascinated by many of the anecdotes he shared about individuals/businesses successful utilizing the techniques and I appreciated he broke the process down into easily actionable steps to follow.
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 was behind so many clever products, but you wish Kelley could have delved a little bit into the backstory to the design and development process, as opposed to the traditional "top 10" list-approach of so many management books."
It's uncanny because that pretty much sums up how I feel about Tim Brown's - the CEO of IDEO - Change by Design. Brown notes that Change by Design is not intended to be a "how to" guide, but that it seeks to provide a framework that will help the reader identify the principles and practices. So like the Art of Innovation, it's a whirlwind tour through the key elements of design thinking - observation and from observation, insight into unmet needs (sometimes looking at extreme users to gain these insights), brainstorming, prototyping. And like the Art of Innovation, Change by Design frustrates because it skims the surface just so and fails to make a convincing case on how and why design thinking works. Change by Design is just littered with examples of companies and organisations that have successfully employed design thinking. But Brown lists these examples like students on the honor roll, without elaborating how exactly they incorporated design thinking into their organisation, and the design thinking journey. They just did and it works! Like Pangea Organics that wanted to sell "the idea of sustainability, wellness and responsibility" that led to a "comprehensive rebranding". Or how JW Marriott applied its insight that it is the "exhale moment" when a visitor enters his room, not his check in, that is the critical moment in the customer journey. Or IDEO's own use of design thinking to reinvent the firm, where they came up with "one IDEO" and the "global practices" model. All these instances (and many more) just leave the reader tantalised, frustrated, wanting to know more but forced to accept the declaration that "design thinking is great. it helped all these firms do better". And at the beginning of the book, Brown states that the book will also touch on how "on occasion, [design thinking] has overreached". I would have dearly loved to read that part but apart from a small paragraph on how the children's toothbrushes that IDEO helped design for Oral B were unenvironmentally friendly and ended up as flotsam in the sea, I couldn't really find anything on this front.
Overall, Change by Design is still an interesting read, but it probably does better preaching to the converted than it does convincing the design thinking sceptics.
It's uncanny because that pretty much sums up how I feel about Tim Brown's - the CEO of IDEO - Change by Design. Brown notes that Change by Design is not intended to be a "how to" guide, but that it seeks to provide a framework that will help the reader identify the principles and practices. So like the Art of Innovation, it's a whirlwind tour through the key elements of design thinking - observation and from observation, insight into unmet needs (sometimes looking at extreme users to gain these insights), brainstorming, prototyping. And like the Art of Innovation, Change by Design frustrates because it skims the surface just so and fails to make a convincing case on how and why design thinking works. Change by Design is just littered with examples of companies and organisations that have successfully employed design thinking. But Brown lists these examples like students on the honor roll, without elaborating how exactly they incorporated design thinking into their organisation, and the design thinking journey. They just did and it works! Like Pangea Organics that wanted to sell "the idea of sustainability, wellness and responsibility" that led to a "comprehensive rebranding". Or how JW Marriott applied its insight that it is the "exhale moment" when a visitor enters his room, not his check in, that is the critical moment in the customer journey. Or IDEO's own use of design thinking to reinvent the firm, where they came up with "one IDEO" and the "global practices" model. All these instances (and many more) just leave the reader tantalised, frustrated, wanting to know more but forced to accept the declaration that "design thinking is great. it helped all these firms do better". And at the beginning of the book, Brown states that the book will also touch on how "on occasion, [design thinking] has overreached". I would have dearly loved to read that part but apart from a small paragraph on how the children's toothbrushes that IDEO helped design for Oral B were unenvironmentally friendly and ended up as flotsam in the sea, I couldn't really find anything on this front.
Overall, Change by Design is still an interesting read, but it probably does better preaching to the converted than it does convincing the design thinking sceptics.
informative
inspiring
medium-paced
challenging
informative
inspiring
slow-paced
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.
hopeful
informative
medium-paced
A lot of optimism, a lot of practicality with good examples, drawing on the extensive experience of the IDEO crew, especially in the earlier sections. Sets a good tone and inspires exploration, though leaves a lot of unfinished stories (for better or worse).
emotional
informative
inspiring
reflective
medium-paced
Intriguing book, provides plenty of examples of modern day campaigns we would be very familiar with that was created with design thinking. I'm still on the fence as if this is just a trendy marketing term going around, ala "Fish" or "what color is your parachute?" But I have to say there are very interesting points made about change a company's culture, and keeping employees involved and happy, and utilizing all their talents, not just what they were hired for. I'm really hoping the project at CPL leads to a change in our "nothing is possible" culture here.
Read more like a pitch for IDEO. Didn’t go too deep into design thinking.
Best parts were the case studies, but they stayed very much on the surface.
Best parts were the case studies, but they stayed very much on the surface.