Book Review : Change by Design

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Iconic Oral B Brush designed by IDEO, of which Tim Brown (author) is CEO. Till this point, we learned about ‘design thinking process’, with empathetic thinking, Defining the problem statement, Ideate the concepts, build prototype, test and launch the product.

The designer who designed it, once went to near by sea shore, and found few of colorful brushes washed over beach! the design came to its end of the life cycle, most of the part of the brush was intact.

Designer can’t prevent people from doing what they want to do with its product they own, but that doesn’t excuse them from ignoring the larger system. Often in our enthusiasm for solving problem in front of us, we fail to see the problem that we create.

Change by Design

The book is all about all round thinking while designing a product/solution for a problem. IDEO is the company, which has brought the ‘design thinking’ concept to masses. and Auther himself is known as one of the founding members of this key concept.

Key Concept/ Take away

Ideas for #Leader

  1. What is design thinking
  2. Finding interdisciplinary team members
  3. Putting people first
  4. Inspiring the birth of great ideas

Ideas for #Process

  1. Look : Look at inspiration, ideation, and implementation together to become great at design thinking.
  2. Prototype : Build the prototype of your idea and begin testing as early as possible to help you encompass all areas of innovation at once.
  3. Storytelling : If you want to make your great new idea stick, use storytelling.

About Author

Tim Brown : CEO of IDEO

  • Tim is leading IDEO, and key person to bring ‘Design Thinking’
  • He has published many books/articles for this topic including for innovation.

Tim Brown (Author of Change by Design) | Goodreads

Personal Impact

Process on ‘how to innovate’ is explained simply, with three step approach.  Innovation is an ongoing activity, its not an on/off like activity. One has to be mindful of his surrounding, get inspiration and how quickly we can bring idea to life thru rapid prototyping. Few example like complex product like google glasses the prototype was done in 30 min!

I Understand role of Empathy in design thinking, but the insight I got from this book is, empathy without action is of no use, what we need to do is act quicky and convert idea into reality by rapid prototyping.

My Mindmap