Most companies today have innovation envy. They yearn to come up with a game-changing innovation like Apple's iPod, or create an entirely new category like Facebook. Many make genuine efforts to be innovative-they spend on R&D, bring in creative designers, hire innovation consultants. But they get disappointing results.

Why? In The Design of Business, Roger Martin offers a compelling and provocative answer: we rely far too exclusively on analytical thinking, which merely refines current knowledge, producing small improvements to the status quo.

To innovate and win, companies need design thinking. This form of thinking is rooted in how knowledge advances from one stage to another-from mystery (something we can't explain) to heuristic (a rule of thumb that guides us toward solution) to algorithm (a predictable formula for producing an answer) to code (when the formula becomes so predictable it can be fully automated). As knowledge advances across the stages, productivity grows and costs drop-creating massive value for companies.

Martin shows how leading companies such as Procter & Gamble, Cirque du Soleil, RIM, and others use design thinking to push knowledge through the stages in ways that produce breakthrough innovations and competitive advantage.

Filled with deep insights and fresh perspectives, The Design of Business reveals the true foundation of successful, profitable innovation.

作者：（加拿大）羅傑•馬丁(Roger Martin) 譯者：李誌剛 於曉蓓 等

羅傑•馬丁（Roger Martin），國際知名的暢銷書作者，他的《整閤思維》一書頗受好評。馬丁擔任加拿大多倫多大學羅特曼管理學院院長達15年之久，同時也是多傢世界級大公司首席執行官的高級戰略顧問。馬丁是《商業周刊》在綫創新闆塊和設計頻道欄目的專欄作者，同時還經常受邀為《金融時報》的“決策思維”欄目和《華盛頓郵報》的“領導力”欄目撰寫文章。2007年，羅傑•馬丁被《商業周刊》評為全球最具影響力的10位商學教授之一；2013年，羅傑•馬丁被《福布斯》評為年度全球最具影響力商業思想傢第三位。馬丁對管理界的貢獻主要在於，他提齣瞭足以改變公司領導者思維模式的兩個創新理論，一個是整閤思維，另一個是設計思維。