Includes index.

Includes index.

Reintroduction -- Introduction: the power of design thinking -- Part I. What is design thinking? Getting under your skin, or How design thi nking is about more than style ; Converting need into demand, or Puttin g people first ; A mental matrix, or "These people have no process!" ; Building to think, or The power of prototyping ; Returning to the surfa ce, or The design of experiences ; Spreading the message, or The import ance of storytelling -- Part II. Where do we go from here? Design think ing meets the corporation, or Teaching to fish ; The new social contrac t, or We're all in this togeter ; Design activism, or Inspiring solutio ns with global potential ; Designing tomorrow-today ; Redesigning desig n.

The subject of "design thinking" is the rage at business schools, th roughout corporations, and increasingly in the popular press--due in la rge part to work of IDEO, a leading design firm, and its celebrated CEO , Tim Brown, who uses this book to show how the techniques and strategi es of design belong at every level of business.