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Edited by Thomas Lockwood
Copublished by DMI & Allworth Press, 2009, 256 pages.
Design thinking is a hot topic for future business success: it is about
creating better things, while traditional analytic thinking is about choosing between things. Copublished by DMI and Allworth Press, Design Thinking: Integrating Innovation, Customer
Experience, and Brand Value, confirms that design, as a process and as an output, has greater
opportunity to add value to the bottom line than any other business function.
Following the success of Building Design Strategy and Corporate Creativity, Design Thinking draws
from the pages of the Design Management Review and explores point-of-views, techniques, and
methods, as well as hands-on case studies from international thought leaders, including Marty
Neumeier, Marc Gobé, Jesse James Garret, and Dave Norton.
The book is organized into three sections that focus on using design for innovation and brand
building; the emerging role of service design; and designing meaningful customer experiences.
Praise for Design Thinking:
"A much-needed book, which paves the way towards a better understanding of design thinking and its power. A fundamental reading for all those who like to grasp the multifaceted nature of design."
——Roberto Verganti, author, Design Driven Innovation; professor of innovation, Poitecnico di Milano
"In this compilation of essays from many of design’s best thinkers, Lockwood pushes forward our understanding of the intersection of design and business. I found it a treat for both sides of my brain."
— Roger Martin, author, The Opposable Mind; dean, The Rottman School of Management, University of Toronto
"This collection of work from some of the design industry's top thought leaders will further stimulate valuable discussion on how, through collaborative and innovative thinking, we can design a better future for all societies and business."
—Stefano Marzano, president, Philips Design
"The practical value of 'Design Thinking' for managers isn't just in its impressive breadth and scope. The design perspectives and principles it articulates are essential for organizations looking to intensify their innovations and animate their brands. Cogent, readable and usable, this book makes design investment a smart choice."
— Michael Schrage, author, Serious Play; fellow, MIT Sloan School of Management
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