The Design of Business shows how leading companies use design thinking to push knowledge through stages that produce breakthrough innovations and competitive advantages. Roger Martin illustrates how to combine proof-based analytical thinking with possibility-based "abductive thinking;" how to change structures and processes to move knowledge from one stage to the next; and how to develop the key tools of design thinkers: observation, imagination, and configuration.
Through these stories, The Design of Business reveals the true foundation of successful, profitable innovation, connecting the worlds of business and design.
Roger Martin is dean of the Rotman School of Management at the University of Tornto. He was appointed to a seven-year term beginning in September 1998 and re-appointed to a further five-year term effective July 2005. He is also a professor of strategic management at the Rotman School.
A Canadian from Wallenstein, Ontario, Martin was formerly a director of Monitor Company, a global strategy consulting firm based in Cambridge, Massachusetts. During his 13 years with Monitor, he founded and chaired Monitor University, the firm's educational arm, served as co-head of the firm for two years, and founded the Canadian office.
His research interests lie in the areas of global competitiveness, integrative thinking, business design and corporate citizenship.
Bruce Nussbaum is contributing editor to BusinessWeek. Previously assistant managing editor in charge of BusinessWeek's innovation and design coverage, he was named one of the 40 most powerful people in design by I.D. Magazine in 2005. Nussbaum wrote The World After Oil: The Shifting Axis of Power and Wealth, and Good Intentions, an inside look at medical research on AIDS.
He has received awards from the Sigma Delta Chi Journalism Society, the Overseas Press Club, and the Industrial Designers Society of America. Nussbaum is a member of the Council on Foreign Relations.
Author Roger Martin argues many businesses tend to get stuck in a rigid pattern of thinking that hinders innovation. He says a constantly evolving algorithm and "a willingness to think differently" are key to maintaining a relevant, profitable business.