Jeanne Liedtka and Tim Ogilvie educate readers in one of the hottest trends in business: "design thinking," or the ability to turn abstract ideas into practical applications for maximal business growth. Liedtka and Ogilvie cover the mind-set, techniques, and vocabulary of design thinking, unpack the mysterious connection between design and growth, and teach managers in a straightforward way how to exploit design's exciting potential.

Exemplified by Apple and the success of its elegant products and cultivated by high-profile design firms such as IDEO, design thinking unlocks creative right-brain capabilities to solve a range of problems. This approach has become a necessary component of successful business practice, helping managers turn abstract concepts into everyday tools that grow business while minimizing risk.

Contents
Section I: The why and how of Design thinking
1. Why design?
2. Four Questions, Ten Tools

Section II: What is?
3. Visualization
4. Journey Mapping
5. Value Chain Analysis
6. Mind Mapping

Section III: What if?
7. Brainstorming
8. Concept Development

Section IV: What wows?
9. Assumption Testing
10. Rapid Prototyping

Section V: What works?
11. Customer Co-Creation
12. Learning Launch

Section VI: Leading Growth and Innovation in Your Organization