60-SECOND BOOK BRIEFS

CHANGE BY DESIGN

BY TIM BROWN

TIM BROWN IS THE CEO OF DESIGN FIRM IDEO, AND HE’S UNIQUELY QUALIFIED TO WRITE A BOOK TITLED CHANGE BY DESIGN.

HE ASKS US TO BECOME A

Design ThinkerTHINKING ABOUT PROBLEMS IN WAYS WE NEVER CONSIDERED BEFORE.

A TRUE DESIGN THINKER WILL ENSURE THAT THERE IS PERFECT HARMONY BETWEEN THE FEASIBILITY, VIABILITY, AND DESIRABILITY OF ANY SOLUTION BROUGHT TO THE MARKETPLACE.

IN ORDER TO DO THIS, WALKING A MILE IN YOUR CUSTOMER’S SHOES IS KEY.

EXPERIENCE WHAT THEY EXPERIENCE, REMEMBERING THAT INSIGHTS ALMOST ALWAYS COME FROM YOUR P O W E R U S E R S , O R CONVERSELY THE PEOPLE W H O H A V E E X T R E M E DIFFICULTY USING YOUR PRODUCT OR SERVICE.

Once you have insight, it’s time to create a solution.

EXPLORE MULTIPLE OPTIONS THAT POTENTIALLY SOLVE THE PROBLEM…

AT THE SAME TIME, RUTHLESSLY CUT THOSE OPTIONS DOWN SO YOU

CAN EXECUTE ON A SMALL NUMBER OF THEM.

FINALLY, YOU MOVE INTO THE RAPID PROTOTYPE PHASE, TESTING THE WINNING IDEAS IN A QUICK AND DIRTY FASHION. THE CRITICAL ISSUE HERE IS TO GET FEEDBACK FROM CUSTOMERS, NOT TO PRODUCE A POLISHED FINISHED PRODUCT.

RINSE, WASH AND REPEAT UNTIL YOU HAVE A WINNING PRODUCT THAT SOLVES A BIG PROBLEM!

CREATE YOUR GREATEST WORK

GET THE 12-MINUTE VERSION BY CREATING A FREE ACCOUNT ATWWW.READITFOR.ME