Change by Design by Tim Brown

Change by Design by Tim Brown

Tim Brown, CEO of the influential design firm IDEO, lays out the principles of design thinking — a human-centred, iterative approach to problem-solving originally developed for product design but applicable to organisational strategy and social innovation more broadly.

Drawing on real projects from IDEO's portfolio, Brown explains how observing real user behaviour, rapid prototyping and cross-disciplinary collaboration produce more innovative solutions than traditional top-down planning, making the case for design thinking as a genuine business methodology rather than a purely creative practice.

A foundational text on design thinking from the CEO of IDEO.

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