Nickname: James

Review: I feel a lot of the most successful companies in the world are already run by management who have bridged this "language gap" that Roger Martin has described. Two examples would be Southwest Airlines and Google. Both are very consumer oriented in their decision making and are willing to do things that have not traditionally been done. Yet, both are profitable, publically-traded companies that have the numbers to prove what they are doing is successful.

Date reviewed: Aug 21, 2006 6:02 PM

Nickname: jb4

Review: The real question is: Can Martin walk the talk in his own organization?

Date reviewed: Dec 7, 2005 11:17 PM

Nickname: D2Mark

Review: The real question is: In the next 10 years, will design thinking be adopted by smart minded professionals in the business world that clearly see the value and potential, or will more designers wake up and rise to the occasions presented at the executive level. I fear for my profession, but am hopeful.

Date reviewed: Nov 18, 2005 5:21 PM

Nickname: tia

Review: I think this was good. But I think Mr. Roger should have asked his friend more questions on the matter.

Date reviewed: Nov 17, 2005 4:53 PM

Nickname: KD2

Review: p.s: "Design for Organizational Decision-making," therefore is the emerging design sub-field that some of us practice. (Someone please come up with a better name). It's about converting what designers have always considered an obstacle to the the problem they have to address first if they have any ambitions of routinely affecting business strategy upfront.

Date reviewed: Nov 17, 2005 6:31 AM

Nickname: KD

Review: Tools to breach the ancient rock walls of management--amazing coming from the dean of a business school. We are finally talking about the most basic problem with innovation: the inherent paradox between risk-minimizing approach vs. risk-taking. The same new idea is a source of joy to some and fear to those who have to spend money on something untested. And business needs both. My first lesson in user-centered design was that executives in my company are the first "users" of an idea, way before it hits customers in the market. So an idea has to speak in the language of business before it can express the language of design. Each of the four workarounds have helped our group go from research to new business creation--in a space of three years--while other ideas (some better) are gathering dust.

Date reviewed: Nov 17, 2005 6:22 AM