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Description - The Designful Company by Marty Neumeier

Part 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 talentFrom 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 Details

ISBN: 9780321580061
ISBN-10: 0321580060
Format: Paperback
(204mm x 138mm x mm)
Pages: 208
Imprint: New Riders Publishing
Publisher: Pearson Education (US)
Publish Date: 16-Dec-2008
Country of Publication: United States

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Author Biography - Marty Neumeier

Marty Neumeier is president of Neutron LLC, a San Francisco firm specializing in brand integration for clients such as Kodak, Sun Microsystems, and Adobe. During his 30-year career, Neumeier has worked as a graphic designer, writer, editor, and publisher. He's also a frequent speaker on the topics of branding, design, and creative collaboration.

Books By Marty Neumeier

Brand Flip by Marty Neumeier
Paperback, July 2015
46 Rules of Genius by Marty Neumeier
Paperback, May 2014
Metaskills by Marty Neumeier
Hardback, November 2012
ZAG by Marty Neumeier
Paperback, September 2006