Facebook Pixel
Searching...
English
EnglishEnglish
EspañolSpanish
简体中文Chinese
FrançaisFrench
DeutschGerman
日本語Japanese
PortuguêsPortuguese
ItalianoItalian
한국어Korean
РусскийRussian
NederlandsDutch
العربيةArabic
PolskiPolish
हिन्दीHindi
Tiếng ViệtVietnamese
SvenskaSwedish
ΕλληνικάGreek
TürkçeTurkish
ไทยThai
ČeštinaCzech
RomânăRomanian
MagyarHungarian
УкраїнськаUkrainian
Bahasa IndonesiaIndonesian
DanskDanish
SuomiFinnish
БългарскиBulgarian
עבריתHebrew
NorskNorwegian
HrvatskiCroatian
CatalàCatalan
SlovenčinaSlovak
LietuviųLithuanian
SlovenščinaSlovenian
СрпскиSerbian
EestiEstonian
LatviešuLatvian
فارسیPersian
മലയാളംMalayalam
தமிழ்Tamil
اردوUrdu
Innovation by Design

Innovation by Design

How Any Organization Can Leverage Design Thinking to Produce Change, Drive New Ideas, and Deliver Meaningful Solutions
by Thomas Lockwood 2017 226 pages
3.57
100+ ratings
Listen
Listen to Summary

Key Takeaways

1. Design Thinking Drives Innovation and Cultural Transformation

"Innovation by design" is not just a catchphrase; it's a powerful approach to problem-solving that can transform entire organizations.

Cultural shift: Design thinking is more than a methodology; it's a catalyst for cultural change. Organizations like Intuit, SAP, and GE have scaled design thinking across their workforce, training thousands of employees. This widespread adoption leads to:

  • Increased collaboration across departments
  • Improved problem-solving capabilities
  • Enhanced customer-centricity
  • Greater employee engagement and creativity

Transformative impact: The integration of design thinking often results in:

  • Breakthrough products and services
  • Improved customer experiences
  • More efficient processes
  • Increased revenue and market share

For example, Intuit's "Design for Delight" (D4D) program led to a $10 million increase in sales in the first year after implementing a simple change in their product offering based on design thinking principles.

2. The Pull Factor: Emotional Momentum in Design Thinking

The pull factor appears to be driven by all employee generations: Generation Z/ iGeneration, Generation Y/Millennials, Generation X, and Baby Boomers.

Natural engagement: The pull factor is the emotional momentum that draws people to participate in design thinking. It's characterized by:

  • Voluntary involvement
  • Increased enthusiasm for problem-solving
  • Organic spread of design thinking practices

Multiplying effect: As more people engage in design thinking, it creates a snowball effect:

  • Increased collaboration across teams and departments
  • Higher levels of creativity and innovation
  • Improved employee satisfaction and engagement

For instance, at Wells Fargo, Robin Beers observed that design thinking "enables a culture of care" and pulls people into engagement naturally. This engagement leads to more effective problem-solving and innovative solutions, as seen in their work with large customers, saving "millions" in time savings per day.

3. Finding the Right Problem is Crucial for Meaningful Innovation

"In the statement of the problem lies the solution."

Problem identification: Design thinking emphasizes the importance of identifying the root cause of issues rather than addressing surface-level symptoms. This involves:

  • Deep customer empathy
  • Contextual inquiry
  • Reframing problems

Impactful solutions: By focusing on the right problem, organizations can:

  • Create more meaningful innovations
  • Solve complex, systemic issues
  • Deliver higher value to customers

A prime example is GE Healthcare's redesign of MRI machines for children. By identifying the real problem - fear and anxiety in young patients - they created themed "adventures" that transformed the experience, reducing sedation rates from 80% to just two children per year.

4. Curious Confrontation: Facing Challenges with an Open Mind

Curious Confrontation: facing differing ideas and mindsets with the desire to investigate and learn.

Embracing differences: Curious confrontation involves approaching disagreements and challenges with:

  • Open-mindedness
  • Empathy
  • A desire to learn and understand

Innovative outcomes: This approach leads to:

  • More effective problem-solving
  • Increased creativity and innovation
  • Improved team dynamics and collaboration

For example, the Hunger Project continually reinvented its approach to ending hunger by confronting assumptions and asking, "What's missing?" This led to strategic shifts in focus, from political will to gender relations, resulting in more effective programs.

5. Co-Creation Unleashes Collective Creativity

Co-creation is an attribute that engages and leverages the three pillars of the collective imagination.

Inclusive innovation: Co-creation involves bringing together diverse stakeholders to collaboratively produce mutually beneficial outcomes. This includes:

  • Customers
  • Employees from various departments
  • External partners and experts

Amplified creativity: The benefits of co-creation include:

  • More diverse and innovative ideas
  • Increased stakeholder buy-in
  • Faster problem-solving and product development

Philips exemplifies this approach with its Co-Create process framework, which has led to billions of dollars in sales over the past few years. Their design thinking sessions are now integrated into the sales process, involving customers in envisioning future healthcare propositions.

6. Open Spaces Foster Collaboration and Innovation

"We are never more fully alive, more completely ourselves, or more deeply engrossed in anything than when we are playing."

Creative environments: Open spaces, both physical and virtual, are designed to:

  • Encourage collaboration
  • Stimulate creativity
  • Facilitate spontaneous interactions

Innovation catalysts: These spaces contribute to:

  • Increased idea generation
  • Improved cross-functional collaboration
  • Enhanced employee engagement and satisfaction

LEGO's new office in Billund, Denmark, exemplifies this concept with features like:

  • Green roof gardens
  • Play areas and mini-golf courses
  • Informal meeting areas and hot desks
  • A structure designed to resemble LEGO bricks

These elements create an environment that aligns with LEGO's commitment to creativity and play, fostering innovation throughout the organization.

7. Whole Communication Enhances Problem-Solving and Storytelling

The visualization of information and storytelling of problems and solutions are paramount to design thinking success.

Comprehensive expression: Whole communication involves using various forms of expression to convey ideas and solve problems:

  • Visual representations
  • Storytelling
  • Data and analytics
  • Emotional appeals

Enhanced understanding: This approach leads to:

  • More effective problem-solving
  • Improved stakeholder engagement
  • Increased empathy and understanding of user needs

GE Healthcare's redesign of MRI machines for children illustrates the power of whole communication. By using storytelling and visual design, they transformed a frightening experience into an adventure, dramatically improving patient outcomes and business results.

8. Aligned Leadership is Essential for Design Thinking Success

True leaders don't create followers. They create more leaders.

Leadership commitment: Successful implementation of design thinking requires:

  • Strong support from top executives
  • Role-modeling of design thinking behaviors
  • Empowerment of employees at all levels

Organizational impact: Aligned leadership leads to:

  • Faster adoption of design thinking practices
  • Improved innovation outcomes
  • Cultural transformation

IBM's long history of design leadership, from Thomas Watson Jr. to current CEO Ginni Rometty, demonstrates the power of aligned leadership. Their commitment to design thinking has touched over 50,000 employees, driving innovation across the organization.

9. Purpose Drives Innovative Organizations

"Passion is caring deeply about something. Purpose is doing something about what you deeply care about."

Meaningful innovation: Purpose-driven organizations:

  • Connect innovation to a larger mission
  • Engage employees more deeply
  • Create stronger connections with customers

Sustained success: A clear purpose leads to:

  • Long-term innovation focus
  • Increased employee and customer loyalty
  • Improved ability to adapt to change

Johnson & Johnson's enduring mission "To help people live longer, happier and healthier lives" has guided their innovation efforts for decades. Their Care-Centered Design approach, directly tied to this purpose, drives innovation across their diverse business sectors and engages their 130,000 employees in meaningful work.

Last updated:

FAQ

What's "Innovation by Design" about?

  • Overview: "Innovation by Design" by Thomas Lockwood and Edgar Papke explores how organizations can leverage design thinking to drive change, generate new ideas, and deliver meaningful solutions.
  • Focus on Design Thinking: The book emphasizes the importance of design thinking as a methodology for problem-solving and innovation across various industries.
  • Cultural Transformation: It discusses how design thinking can transform organizational culture to be more innovative and collaborative.
  • Practical Insights: The authors provide case studies and examples from leading companies to illustrate the successful application of design thinking.

Why should I read "Innovation by Design"?

  • Comprehensive Guide: The book offers a thorough understanding of how design thinking can be applied to foster innovation within organizations.
  • Real-World Examples: It includes case studies from companies like Intuit, GE, and Marriott, providing practical insights into successful design thinking implementation.
  • Cultural Impact: Readers will learn how design thinking can influence and transform organizational culture, making it more conducive to innovation.
  • Actionable Strategies: The book provides actionable strategies and frameworks that can be applied to any organization, regardless of size or industry.

What are the key takeaways of "Innovation by Design"?

  • Design Thinking as a Tool: Design thinking is a powerful tool for solving complex problems and driving innovation.
  • Cultural Alignment: Successful implementation of design thinking requires alignment with the organization's culture and leadership.
  • Scalability: Design thinking can be scaled across organizations to engage employees at all levels and foster a culture of innovation.
  • Empathy and Collaboration: Empathy and collaboration are central to design thinking, enabling organizations to better understand and meet customer needs.

How does "Innovation by Design" define design thinking?

  • Problem-Solving Approach: Design thinking is defined as a creative problem-solving approach that focuses on understanding user needs and developing innovative solutions.
  • Key Tenets: It involves identifying the right problem, empathizing with users, collaborating across disciplines, and prototyping solutions.
  • Human-Centered: The approach is human-centered, emphasizing empathy and understanding of the user experience.
  • Iterative Process: Design thinking is an iterative process that encourages experimentation and learning from failure.

What are the 10 attributes of design thinking organizations according to "Innovation by Design"?

  • Design Thinking at Scale: Organizations use design thinking as a strategic element of innovation and culture.
  • The Pull Factor: Emotional momentum that draws people to engage in design thinking.
  • The Right Problems: Focus on identifying and solving the root causes of problems.
  • Cultural Awareness: Understanding and aligning design thinking with organizational culture.
  • Curious Confrontation: Embracing ambiguity and curiosity to manage conflict and disagreement.
  • Co-Creation: Engaging diverse groups in collaborative problem-solving.
  • Open Spaces: Creating environments that promote creativity and collaboration.
  • Whole Communication: Using diverse communication methods to engage stakeholders.
  • Aligned Leadership: Leaders role-model and support design thinking.
  • Purpose: Organizations have a clear purpose that guides innovation efforts.

How does "Innovation by Design" suggest organizations scale design thinking?

  • Leadership Commitment: Scaling requires strong commitment and support from leadership.
  • Training and Development: Organizations should train employees at all levels in design thinking methodologies.
  • Cultural Integration: Design thinking should be integrated into the organization's culture and processes.
  • Tailored Approaches: Each organization should find its unique path to implementing and scaling design thinking.

What role does empathy play in design thinking according to "Innovation by Design"?

  • Understanding Users: Empathy is crucial for understanding user needs and experiences.
  • Foundation of Innovation: It serves as the foundation for creating meaningful and user-centered solutions.
  • Organizational Empathy: Empathy extends beyond users to include understanding and collaboration within the organization.
  • Improved Communication: Empathy enhances communication and collaboration, leading to better problem-solving.

How does "Innovation by Design" address the challenge of cultural transformation?

  • Cultural Alignment: Successful design thinking requires alignment with the organization's existing culture.
  • Leadership Role: Leaders play a crucial role in modeling and reinforcing the desired cultural changes.
  • Empathy and Inclusion: Emphasizing empathy and inclusion helps overcome cultural barriers to innovation.
  • Iterative Change: Cultural transformation is an iterative process that requires ongoing commitment and adaptation.

What are some real-world examples of design thinking in action from "Innovation by Design"?

  • Intuit's Design for Delight: Intuit's journey to embed design thinking in its culture, leading to significant innovation and growth.
  • Marriott's Co-Creation with Customers: Marriott's use of design thinking to engage customers in co-creating their experiences.
  • GE Healthcare's MR Adventures: GE's transformation of the MRI experience for children through design thinking.
  • Philips' Co-Create Framework: Philips' use of design thinking to drive strategic transformation and innovation in healthcare.

What are the best quotes from "Innovation by Design" and what do they mean?

  • "Imagination is more important than knowledge." This quote emphasizes the value of creativity and imagination in driving innovation.
  • "Design thinking is the glue between all disciplines." It highlights the integrative nature of design thinking in bringing together diverse perspectives.
  • "True leaders don’t create followers. They create more leaders." This underscores the importance of empowering others through leadership.
  • "Passion is caring deeply about something. Purpose is doing something about what you deeply care about." It reflects the book's focus on purpose-driven innovation.

How does "Innovation by Design" suggest organizations manage conflict and disagreement?

  • Curious Confrontation: Encourages embracing curiosity and ambiguity to manage conflict constructively.
  • Empathy and Listening: Empathy and active listening are key to understanding different perspectives and resolving conflicts.
  • Collaborative Problem-Solving: Design thinking provides a framework for collaborative problem-solving and conflict resolution.
  • Open Dialogue: Promotes open dialogue and communication to address disagreements and find common ground.

What future possibilities does "Innovation by Design" envision for design thinking?

  • Business Megatrend: Design thinking is seen as a significant emerging business megatrend with transformative potential.
  • Cultural Innovation: The book envisions design thinking as a tool for designing innovative cultures and organizations.
  • Educational Impact: Design thinking has the potential to transform education by fostering creativity and critical thinking.
  • Global Influence: The authors predict that design thinking will continue to expand globally, influencing various sectors and industries.

Review Summary

3.57 out of 5
Average of 100+ ratings from Goodreads and Amazon.

Innovation by Design receives mixed reviews, with an average rating of 3.58/5. Some readers find it lacks depth and originality, offering only surface-level knowledge and case studies. Others appreciate its insights into design thinking culture and its impact on organizational innovation. The book explores ten attributes of design thinking and emphasizes the importance of leadership commitment. Critics argue it repeats common management concepts, while supporters value its descriptive analysis of success stories. Overall, it's considered a general introduction to innovation culture, suitable for beginners but lacking specifics.

Your rating:

About the Author

Thomas Lockwood is an author and expert in design thinking and innovation. His book "Innovation by Design" explores how organizations can leverage design thinking to drive change and deliver meaningful solutions. Lockwood's work focuses on the intersection of design, business, and innovation, emphasizing the importance of embedding design thinking into organizational culture. He draws on case studies and real-world examples to illustrate the principles and practices of design-driven innovation. Lockwood's expertise in this field likely stems from his experience working with various organizations and studying successful implementations of design thinking methodologies.

Download PDF

To save this Innovation by Design summary for later, download the free PDF. You can print it out, or read offline at your convenience.
Download PDF
File size: 0.22 MB     Pages: 13

Download EPUB

To read this Innovation by Design summary on your e-reader device or app, download the free EPUB. The .epub digital book format is ideal for reading ebooks on phones, tablets, and e-readers.
Download EPUB
File size: 3.00 MB     Pages: 8
0:00
-0:00
1x
Dan
Andrew
Michelle
Lauren
Select Speed
1.0×
+
200 words per minute
Home
Library
Get App
Create a free account to unlock:
Requests: Request new book summaries
Bookmarks: Save your favorite books
History: Revisit books later
Recommendations: Get personalized suggestions
Ratings: Rate books & see your ratings
Try Full Access for 7 Days
Listen, bookmark, and more
Compare Features Free Pro
📖 Read Summaries
All summaries are free to read in 40 languages
🎧 Listen to Summaries
Listen to unlimited summaries in 40 languages
❤️ Unlimited Bookmarks
Free users are limited to 10
📜 Unlimited History
Free users are limited to 10
Risk-Free Timeline
Today: Get Instant Access
Listen to full summaries of 73,530 books. That's 12,000+ hours of audio!
Day 4: Trial Reminder
We'll send you a notification that your trial is ending soon.
Day 7: Your subscription begins
You'll be charged on Apr 7,
cancel anytime before.
Consume 2.8x More Books
2.8x more books Listening Reading
Our users love us
100,000+ readers
"...I can 10x the number of books I can read..."
"...exceptionally accurate, engaging, and beautifully presented..."
"...better than any amazon review when I'm making a book-buying decision..."
Save 62%
Yearly
$119.88 $44.99/year
$3.75/mo
Monthly
$9.99/mo
Try Free & Unlock
7 days free, then $44.99/year. Cancel anytime.
Scanner
Find a barcode to scan

Settings
General
Widget
Appearance
Loading...
Black Friday Sale 🎉
$20 off Lifetime Access
$79.99 $59.99
Upgrade Now →