3 December 2009

Roger Martin about design thinking (video)

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In this video of Make/Think, the recent AIGA Design Conference, Roger Martin, dean of the Joseph L. Rotman School of Management at the University of Toronto, makes the case that businesses can do a better job of innovating if they embrace design thinking. He examines how companies can combine analysis and intuition to transform themselves into successful design-thinking organizations, integrating the future with the past in a constructive way.

Roger Martin, a leading proponent of design thinking in business, makes the case that we can understand innovation through a new model of how businesses advance knowledge over time, and that businesses fail to innovate when they show greater concern for producing reliable (predictable and reproducible) outcomes than valid ones that actually meet objectives. Martin argues that businesses can do a better job at innovating—and advancing knowledge—if they embrace design thinking. Using examples such as Procter & Gamble, RIM (BlackBerry) and Cirque du Soleil, he examines how companies transform themselves into successful design-thinking organizations.

Watch video [28:41]

Also available are videos of the talks by Stefan Sagmeister and Stefan G. Bucher.

(via Dexigner)

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