Scribd
Upload
515 views11 pages

The Design of Business Why Design Thinking Is The Next

The document discusses design thinking as the next competitive advantage for business. It outlines a path of understanding that moves from mystery to heuristics to algorithms to code. It also describes the difference between analytical thinking, which prioritizes reliability, and intuitive thinking, which prioritizes validity. Design thinking is presented as a way to bridge the gap between these two types of thinking by balancing reliability and validity through generative reasoning. The document advocates taking a 5-step approach to design thinking in order to maintain competitive advantage.

Uploaded by

api-25888835
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
515 views11 pages

The Design of Business Why Design Thinking Is The Next

The document discusses design thinking as the next competitive advantage for business. It outlines a path of understanding that moves from mystery to heuristics to algorithms to code. It also describes the difference between analytical thinking, which prioritizes reliability, and intuitive thinking, which prioritizes validity. Design thinking is presented as a way to bridge the gap between these two types of thinking by balancing reliability and validity through generative reasoning. The document advocates taking a 5-step approach to design thinking in order to maintain competitive advantage.

Uploaded by

api-25888835
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 11

The Design of Business

Why Design Thinking is


the Next Competitive Advantage

Roger Martin, Dean


Rotman School of Management
University of Toronto
Our Path of Understanding

Mystery Heuristic Algorithm Code

Mystery

01100111001
Our Path of Understanding

Mystery Heuristic Algorithm Code

Mystery

Heuristic
01100111001
Our Path of Understanding

Mystery Heuristic Algorithm Code

Mystery

Heuristic
01100111001

Algorithm
Our Knowledge Funnel

Mystery Heuristic Algorithm Code

Mystery

Heuristic
01100111001

Algorithm
A Fundamental Predilection Gap

Analytical Thinking Intuitive Thinking

100% Reliability 100% Validity


Analytical Thinking

Purpose
Proof through induction and deduction

Approach
Exploitation of current knowledge
Focus on data from the past
Administration of what is
Suppression of judgment

Goal
Reliability: the production of consistent replicable outcomes
Intuitive Thinking

Purpose
Knowing without reasoning

Approach
Exploration of new knowledge
Focus on what might be
Invention of the future
Suppression of analysis

Goal
Validity: the production of outcomes that meet objectives
Bridging the Fundamental Predilection Gap

Design Thinking

100% Reliability 50/50 Mix 100% Validity


Design
A Starting
Thinking
Point for Integrative Thinking

Purpose
Balance through generative reasoning

Approach
Respect for exploitation & exploration
Integration of future with past
Design of what should be
Integration of analysis & judgment

Goal
Requisite reliability & validity to maintain
competitive advantage
Designing in Hostile Territory

5five productive steps

You might also like