cfa 111 reading 2

cfa 111 reading 2 - ClassReadings...

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Class Readings Design Thinking –Tim Brown -Harvard Business Review Tim Brown is the CEO and president of IDEO, an innovation and design firm with headquarters in  Palo Alto, California. His designs have won numerous awards and been exhibited at the Museum of  Modern Art in New York, the Axis Gallery in Tokyo, and the Design Museum in London. Innovation is powered by a thorough understanding , through  direct observation , of what  people want and need  in  their lives and  what they like or dislike  about the way particular products are made, packaged, marketed, sold, and  supported. Design thinking is a discipline that uses the designer’s sensibility and methods to match people’s needs with what is  technologically feasible and what a viable business strategy can convert into customer value and market opportunity. Historically , design has been treated as a downstream step in the development process—the point where  designers,  who have played no earlier role in the substantive work of innovation , come along and put a beautiful wrapper  around the idea. To be sure, this approach has  stimulated market growth in many areas by making new products  and technologies aesthetically attractive and therefore more desirable to consumers or by enhancing brand  perception through smart, evocative advertising and communication strategies.   During the latter half of the twentieth century   design became an increasingly valuable  competitive asset  in, for example, the consumer electronics, automotive, and consumer packaged goods industries.  But in most  others it remained a late-stage add-on Now , however, rather than asking designers to make an already developed idea more attractive to consumers,  companies are asking them to create ideas that better meet consumers’ needs and desires . The former role  is tactical, and results in limited value creation; the latter is  strategic, and leads to dramatic new forms of  value. As economies in the developed world  shift from industrial manufacturing to knowledge work and service delivery,  innovation ’s terrain  is expanding Its objectives are no longer just physical products; they are new sorts of processes, services, IT-powered  interactions, entertainments, and ways of communicating and collaborating—exactly the kinds of human- centered activities in which design thinking can make a decisive difference. Prototyping doesn’t have to be complex and expensive.
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This note was uploaded on 05/05/2011 for the course CFA 111 taught by Professor Pegfaimonandothers during the Spring '11 term at Miami University.

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cfa 111 reading 2 - ClassReadings...

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