The Designful Company
How to Build a Culture of Nonstop Innovation
By (author) Marty Neumeier
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Designful Company by Marty Neumeier
Book DescriptionPart manifesto, part handbook, THE DESIGNFUL COMPANY provides a lively overview of a growing trend in management-design thinking as a business competence. According to the author, traditional managers have relied on a two-step process to make decisions, which he calls "knowing" and "doing." Yet in today's innovation-driven marketplace, managers need to insert a middle step, called "making." Making is a phase in which assumptions are questioned, futures are imagined, and prototypes are tested, producing a wide range of options that didn't exist before. The reader is challenged to consider the author's bold assertion: There can be no real innovation without design. Those who are new to Marty Neumeier's "whiteboard" series may want to ramp up with the first two books, THE BRAND GAP and ZAG. Both are easy reads. Covered in THE DESIGNFUL COMPANY: - the top 10 "wicked problems" that only design can solve - a new, broader definition of design - why designing trumps deciding in an era of change - how to harness the "organic drivetrain" of value creation - how aesthetics add nuance to managing - 16 levers to transform your company - why you should bring design management inside - how to assemble an innovation metateam - how to recognize and reward talent From the back cover: The complex business problems we face today can't be solved with the same thinking that created them. Instead, we need to start from a place outside traditional management. Forget total quality. Forget top-down strategy. In an era of fast-moving markets and leap-frogging innovations, we can no longer "decide" the way forward. Today we have to "design" the way forward-or risk ending up in the fossil layers of history. Marty Neumeier, author of THE BRAND GAP and ZAG, presents the new management engine that can transform your company into a powerhouse of nonstop innovation.
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Book DetailsISBN: 9780321580061
(204mm x 138mm x 14mm)
Imprint: Peachpit Press Publications
Publisher: Pearson Education (US)
Publish Date: 16-Dec-2008
Country of Publication: United States
Books By Author Marty Neumeier
Zag, Paperback (September 2006)
In an age of me-too products and instant communications, keeping up with the competition is not a winning strategy. You have to out-position, out-maneuver, and out-design the competition. Written by the bestseller "The Brand Gap", this title illustrates the first discipline for building a high-performance brand-radical differentiation.
Brand Gap, Paperback (August 2005)» View all books by Marty Neumeier
Presents a unified theory of brand. This work shows how strategic or creative approach of thinking can unite to produce a "charismatic brand". It also helps you learn: the five essential disciplines of brand-building; how branding is changing the dynamics of competition; the three most powerful questions to ask about any brand; and more.
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Author Biography - Marty Neumeier
Marty Neumeier's professional mission is to "incite business revolution by unleashing the power of design thinking." He does this by writing books, conducting workshops, and speaking internationally about the power of brand, innovation, and design. His bestselling "whiteboard" books include THE BRAND GAP, ZAG, and THE DESIGNFUL COMPANY. His video, MARTY NEUMEIER'S INNOVATION WORKSHOP, combines highlights from all three books into a hands-on learning experience. Marty serves as Director of Transformation at Liquid Agency, and divides his writing time between California and southwest France.
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