The Design of Business—a New Book by Roger Martin
I saw Roger Martin, dean of Rotman School of Management, speak last week about his new book “The Design of Business: Why Design Thinking Is The Next Competitive Advantage” It was quite thought provoking as he explained that the lack of real innovation in business is because “we rely far too exclusively on analytical thinking, which merely refines current knowledge, producing small improvements to the status quo”
“Design Thinking” unlike analytical thinking is a process for creative problem solving that looks for an improved future result by combining empathy, creativity and rationality to meet user needs and drive business success.
Martin feels that todays business problems begin in the school system. We are taught early on that there is one right answer and wrong answer and not the possibility of many answers or a combination of solutions.
Rotman is now testing a program to bring this new thinking style to high school students. They began recently with a grade 10 class and found that the traditional model is already too ingrained at the grade 10 level. Next they will try it with grade 7 and 8 kids.
It seems to me that a world using “Design Thinking” to solve its problems might just be a better place for everyone!