The Designful Company

INTRODUCTION PART 1: THE POWER OF DESIGN A NEW DEFINITION OF DESIGN SIMON SAYS BE A DESIGNER HOW IS CREATIVE THINKING DIFFERENT? DESIGNING THE WAY FORWARD KNOWING, MAKING, AND DOING THE ORGANIC DRIVETRAIN THE LADDER OF DESIGN LEVERAGE PART 2: THE REBIRTH OF AESTHETICS A LANGUAGE FOR THE SENSES BEAUTY IN NATURE IS NEVER ARBITRARY WHAT IS GOOD DESIGN? DESIGNING IN DEPTH PART 3: LEVERS FOR CHANGE A FLYWHEEL OF INNOVATION 1. TAKE ON WICKED PROBLEMS 2. WEAVE A RICH STORY 3. BUILD AN INNOVATION CENTER 4. BRING DESIGN MANAGEMENT INSIDE 5. ASSEMBLE A METATEAM 6. COLLABORATE CONCERTINA-STYLE 7. INTRODUCE PARALLEL THINKING 8. BAN POWERPOINT 9. SANCTION SPITBALLING 10. THINK BIG, SPEND SMALL 11. DESIGN NEW METRICS 12. INSTITUTE BRANDED TRAINING 13. LEARN THROUGH ACQUISITION 14. ADD A SEAT TO THE TABLE 15. RECOGNIZE TALENT 16. REWARD WITH WICKED PROBLEMS A SUFFICIENTLY ADVANCED CULTURE TAKE-HOME LESSONS WICKED SOLUTIONS RECOMMENDED READING ABOUT NEUTRON ACKNOWLEDGMENTS INDEX ABOUT THE AUTHOR

Marty Neumeier's professional mission is to "incite business revolution by unleashing the power of design thinking." He does this by writing books, conducting workshops, and speaking internationally about the power of brand, innovation, and design. His bestselling "whiteboard" books include THE BRAND GAP, ZAG, and THE DESIGNFUL COMPANY. His video, MARTY NEUMEIER'S INNOVATION WORKSHOP, combines highlights from all three books into a hands-on learning experience. Marty serves as Director of Transformation at Liquid Agency, and divides his writing time between California and southwest France.

"The first important book of the year. In the tradition of IN SEARCH OF EXCELLENCE and BUILT TO LAST, THE DESIGNFUL COMPANY changes the way we think about business. During these challenging times, when doors are shutting all around us, Neumeier's book opens a big window." -ALINA WHEELER, AUTHOR OF DESIGNING BRAND IDENTITY "In another short but very sweet book, Neumeier introduces us the aesthetics of management. The Designful Company makes a great contribution to our understanding of design as a core business competence." -ROGER MARTIN, DEAN OF THE ROTMAN SCHOOL OF MANAGEMENT, UNIVERSITY OF TORONTO, AND AUTHOR OF THE OPPOSABLE MIND "If this is your first Marty Neumeier book, you'll be blown away. Wonderful, fresh content presented as a visual tour de force." -GARR REYNOLDS, PROFESSOR OF MANAGEMENT AT KANSAI GAIDAI UNIVERSITY, AND AUTHOR OF PRESENTATION ZEN "Form follows function? Form is function! In The Designful Company, Marty Neumeier lays out a powerful case that business innovation is a byproduct of design thinking. Follow these rules and your company can innovate faster, collaboratively and continuously." -JOHN GERZEMA, CHIEF INSIGHTS OFFICER AT Y&R, AND AUTHOR OF THE BRAND BUBBLE "Design thinking has the potential to step-change all aspects of innovation in business. When you need a disruption, when market dynamics are changing, when new sources of growth are needed-companies that focus on design have a competitive edge." -CLAUDIA KOTCHKA, VP DESIGN INNOVATION AND STRATEGY, P&G "At last! A book that clearly articulates how and why design is absolutely fundamental to the success of business today. Chock-full of great insights." -THOMAS LOCKWOOD, PhD, PRESIDENT OF DESIGN MANAGEMENT INSTITUTE "No filler. No fluff. Marty Neumeier has distilled his message on innovation and design down to just the good stuff. Read the whole book on your next flight, and arrive with fresh insights ready to share." -TOM KELLEY, GENERAL MANAGER OF IDEO, AND AUTHOR OF THE TEN