Designing for Growth

A Design Thinking Tool Kit for Managers

Jeanne Liedtka and Tim Ogilvie

Columbia University Press

Designing for Growth

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Pub Date: June 2011

ISBN: 9780231158381

248 Pages

Format: Hardcover

List Price: $29.95£21.95

Pub Date: June 2011

ISBN: 9780231527965

248 Pages

Format: E-book

List Price: $28.99£22.00

Designing for Growth

A Design Thinking Tool Kit for Managers

Jeanne Liedtka and Tim Ogilvie

Columbia University Press

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.

This intelligent how-to follow-up to the first wave of popular design books will serve as a useful guide to going through a design project from start to finish.

The best designers seem to have an almost magical gift for finding creative solutions to problems we didn't even know existed. This book teaches how to capture that magic and turn it into a problem-solving process that can create a better future for your customers and yourself.

Daniel H. Pink, author of Drive and A Whole New Mind

Designing for Growth is for leaders who wish their organizations could grow faster but don't know how to do things differently. It translates what might seem an unexplainable 'creative' process into an accessible language and set of tools. There is no substitute for seeing and touching a tangible example of innovation—and then discovering if people will buy it!

Lauri Kien Kotcher, chief marketing officer, Godiva Chocolatier

This book is a magic hat for managers. Reach inside and pull out value creation and inspiration for a process that used to be reserved for magicians of design and white rabbits.

Scott Williams, Founder & CEO, Hitchcock Partners

One trait that sets leaders apart is their ability to turn vision into ideas and ideas into action. This utterly refreshing book zeroes in on the iterative dance between ideas and action—sometimes called design thinking—using simple language and clear examples. If you feel like you've been stuck in your left-brain or not utilizing your creative edge to full capacity, consider this book your roadmap to creative nirvana!

Brendon Burchard, founder, Experts Academy, and author of Life's Golden Ticket: An Inspirational Novel

Designing for Growth is a well-crafted fusion of an inspired point of view and a coherent framework for understanding how practitioners can more effectively step up the innovation intensity for service and product development. It does so with an engaging voice and a light touch, rich in practical anecdotes and guidelines, yet avoids the drudgery of an academic methodology, by design.

R. Lemuel Lasher, CSC, president, Global Business Solutions Group (GBS), and chief innovation officer

It's time to demystify design and safely place design thinking alongside other tools used by successful practicing managers. As the authors so rightly conclude, 'Find a leader of innovation... and he or she has likely been practicing design thinking all along.' Add the stories and tools found in Designing for Growth (a very compelling read) to your leadership kit to insure innovation and organization renewal become part of your leadership portfolio.

Stanley S. Gryskiewicz, founder and board chair, Association for Managers of Innovation, and senior fellow, Center for Creative Leadership

This book slices through the design thinking fog to provide practical ways to use design methods to generate value for your organization.

Ryan Armbruster, vice president of innovation, UnitedHealth Group

The most powerful message in this book is its underlying premise: that business is ultimately a social activity performed by humans. With that framework, the authors build a compelling case for user empathy to improve ROI, and they deliver the tools to get you started.

Greg Littleton, COO, Smart Design

Jeanne Liedtka and Tim Ogilvie wonderfully illuminate the kind of thinking that twenty-first-century organizations need to solve problems, innovate, and grow. And they give managers a wealth of hands-on tips and tools they can put to work right away. Penetrating insight, practical applications—a terrific combination.

David Wickenden, executive vice president and senior partner, Fleishman-Hillard

This isn't a book of answers. It is a book of questions, of how to choose the best ones, and how to get customers and partners to answer them. That's the crux of design thinking. The simple organizing framework—What is? What if? What wows? What works?—is my new mantra for innovation and growth.

Mark Stein, managing director, Kaiser Associates, and author of Successful Onboarding: Strategies to Unlock Hidden Value Within Your Organization

This is an eye-opening book that will reveal the action-based approach to design thinking, the series of inaccurate assumptions made in most business thinking, and how to become better at recognizing and strategizing around opportunities that exist within not only our core business, but other avenues as well.


[This] book is rich with information on each tool, taking you through the elements clearly and crisply. If design thinking intrigues you, this would be a good place to start.

Harvey Schachter, Globe & Mail

Anyone wishing to get up to speed on design thinking by actually test-driving the methodology on their own will find great value in this tutorial-in-a-book

Matthew May, AMEX OPEN Forum

A fine survey of a hot business trend.... Highly recommended.

The Midwest Book Review
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About the Author

Jeanne Liedtka is a professor at the Darden School of Business. Her other books include The Catalyst: How You Can Become an Extraordinary Growth Leader and The Physics of Business Growth.

Tim Ogilvie is cofounder and CEO of Peer Insight, an innovation strategy consulting firm based in Washington, D.C.

Rachel Brozenske is vice president of Allison Partners, an organizational development consulting practice in Charlottesville, and a lecturer at the Darden School of Business.