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The Designful Company: How to Build a Culture of Nonstop Innovation

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.

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Book Information

Publisher: New Riders Publishing
Publish Date: 12/25/2008
Pages: 194
ISBN-13: 9780321580061
ISBN-10: 0321580060
Language: English

What We're Saying

July 23, 2010

➻ Inc. has posted your business horoscope for August. I am apparently "going to experience a jolt in the coming week when a valued worker takes a sudden leave. READ FULL DESCRIPTION

January 15, 2009

You may have noticed that we released a new issue of ChangeThis yesterday. What you may not have realized is that Marty Neumeier, the author of The Aesthetics of Management, is also the author of Zag: The #1 Strategy of High Performance Brands, one of The 100 Best Business Books of All TIme. The manifesto is a "look at a few of the principles that artists have used successfully, [to] see how they might apply to management. READ FULL DESCRIPTION

Full Description

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 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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