Bob Sutton notes a rave review of EDEO CEO Tim Brown’s new book “Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation“. Bob writes:
The review, called “Redefining a Profession,” concludes that Tim has successfully avoided one of the biggest risks in a book like this one – coming across as too much of a commercial for the firm he leads. Tim accomplishes this by simply being himself, and indeed, when I read the galleys, that was my comment…”This is 100% Tim Brow.,” In any conversation you have with Tim, he will do things that many CEOs do not, he will give others lots of credit, he will tell wonderful stories, talk honestly about what works and what doesn’t, and about the limits of the methods used by his company, not just the strengths. Indeed, for me, as much as I am a big believer in the power of design thinking, after hanging around the Stanford d school for five years or so, although I believe we teach our students well, I am often disturbed because “design thinking” is treated as the answer to every problem and also as more like a religion than a set of practices for sparking creativity. Tim and his many colleagues at IDEO have had the courage to apply design thinking to almost any problem – from designing better websites, to changing how programmers work together, designing a couple thousand products, revamping operations, and changing customers experiences. In doing so they have simultaneously pushed the limits of design thinking beyond what others thought possible (hence the title “Redefining a Profession”) while always acknowledging the limits of the approach.
The New York Times article is “Redefining a Profession“