The Design of Business: Why Design Thinking is the Next Competitive Advantage

The Design of Business: Why Design Thinking is the Next Competitive Advantage

By Roger L. Martin
Harvard Business Press; 208 pages; $26.95

Martin is dean of the Rotman School of Management at the University of Toronto and another key figure in the world of design thinking. In this slim book, he lays out his theory of why the perspective is so important for those running a business in today's fiendishly complex world. Smartly, Martin acknowledges the intricacies involved in trying to implement design thinking but is nonetheless clear that companies need to jump to it. He provides some useful tools and advice to help.

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