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The Designing for Growth Field Book: A Step-by-Step Project Guide (Columbia Business School Publishing) von [Liedtka, Jeanne, Ogilvie, Tim, Brozenske, Rachel]
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The Designing for Growth Field Book: A Step-by-Step Project Guide (Columbia Business School Publishing) Kindle Edition

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In a clear and simple style, this book shows how designing thinking has been applied successfully to address complex and very different problems in a variety of organizations, both for- and not-for-profit. The ten cases in the book provide creative and innovative applications of the design principles, providing sufficient detail to be of use to readers in their own planning processes. The book provides sufficient depth to be of value to the graduate professional classroom while being simple and clear for immediate use by managers.--Toni Ungaretti, Johns Hopkins University



In Designing for Growth: A Design Thinking Tool Kit for Managers (D4G), Jeanne Liedtka and Tim Ogilvie showed how design can boost innovation and drive growth. In this companion guide, also suitable as a stand-alone project workbook, the authors provide a step-by-step framework for applying the D4G toolkit and process to a particular project, systematically explaining how to address the four key questions of their design thinking approach.

The field book maps the flow of the design process within the context of a specific project and reminds readers of key D4G takeaways as they work. The text helps readers identify an opportunity, draft a design brief, conduct research, establish design criteria, brainstorm, develop concepts, create napkin pitches, make prototypes, solicit feedback from stakeholders, and run learning launches. The workbook demystifies tools that have traditionally been the domain of designers -- from direct observation to journey mapping, storytelling, and storyboarding -- that power the design thinking process and help businesses align around a project to realize its full potential.


  • Format: Kindle Edition
  • Dateigröße: 1730 KB
  • Seitenzahl der Print-Ausgabe: 144 Seiten
  • Verlag: Columbia University Press; Auflage: Spi (14. Januar 2014)
  • Verkauf durch: Amazon Media EU S.à r.l.
  • Sprache: Englisch
  • ISBN-10: 023116467X
  • ISBN-13: 978-0231164672
  • Text-to-Speech (Vorlesemodus): Aktiviert
  • X-Ray:
  • Word Wise: Aktiviert
  • Verbesserter Schriftsatz: Nicht aktiviert
  • Durchschnittliche Kundenbewertung: Schreiben Sie die erste Bewertung
  • Amazon Bestseller-Rang: #171.019 Bezahlt in Kindle-Shop (Siehe Top 100 Bezahlt in Kindle-Shop)

  •  Ist der Verkauf dieses Produkts für Sie nicht akzeptabel?


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Die hilfreichsten Kundenrezensionen auf (beta) 4.1 von 5 Sternen 16 Rezensionen
6 von 6 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen Some Things, Old, Some Things New, Somethings Borrowed without Attribution 14. September 2014
Von D. W. Francis - Veröffentlicht auf
Format: Taschenbuch
Being very familiar with the theory and practice of Design Thinking as taught by the at Stanford, I was very interested to see what Liedtka, Ogilvie and Brozenske had to add to the existing pool of methods and tools. The presents Design Thinking in an immersive, highly experiential, workshop format which is specialty agnostic. Designing for Growth appears to have been tailored to more of a business school environment. Comparing the methods and tools presented in it to those taught by the, there are very strong similarities and parallels. Unfortunately, the names and descriptive phrases used are very different. In effect, the Field Book uses a different vocabulary, to express and discuss the theory and methods of Design Thinking. For someone unfamiliar with the approaches of the two schools this might not present a problem, but for someone who has already been exposed to DT via Stanford or DHI Potsdam, it may feel like Columbia's approach is a translation into a foreign language. Designing for growth does bring some and useful new tools to the practice of DT. Both the Tool and Resources sections are a great reference. In short, this book adds useful tools to a Design Thinker's toolbox, but may be a source of confusion for its creation of new vocabulary targeting business minded applications. I was surprised that there we so few mentions of the foundations laid by those who came before.
4 von 4 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen As Advertised 12. Februar 2014
Von B. Johnson - Veröffentlicht auf
Format: Taschenbuch Verifizierter Kauf
Design Thinking is a hot ticket right now. This is just what it says it is - a "fieldbook." It sets out a simple, systematic 15 step process and provides a set of tools to guide anyone through the design thinking process. The process is based on generating answers to 4 key questions -- What Is? (the status quo and the problems with it) What If? (the possible solutions) What wows? (what attracts customers to prefer it as the solution) What works? (features and functionality of the solution that solve the problem). Simple? And clever. The book also provides 18 tools to implement the 15 steps.

I took the author's Coursera course. I recommend the course and this book to anyone who is considering using -- or merely becoming knowledgeable about -- Design Thinking.
2 von 2 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Design Thinking for Business Innovation 14. Januar 2014
Von Matthew - Veröffentlicht auf
Format: Taschenbuch Verifizierter Kauf
I took Professor Liedtka's online course, Design Thinking for Business Innovation, last year and really enjoyed it. I've read the Designing for Growth book and this is a great compliment to it. If you took the class, some of these templates were available early but I'm glad I have the paperback version now.

Design thinking is a hot topic right now. Liedtka and Ogilvie have created an accessible and pragmatic toolkit for field work. Employees and entrepreneurs everywhere that are eager to try a new approach to creating customer value should check it out. I highly recommend it.
2 von 2 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen A useful reference for Design Thinkers 16. Januar 2014
Von Jim Mandas - Veröffentlicht auf
Format: Taschenbuch
I read the first book, Designing for Growth: a design thinking toolkit for managers, and the field book was a nice surprise. I found myself grabbing for the field book a few times already during a current project I’m working on. This book is much more about design but about how to use Design Thinking for Innovation. The book plays off the content from the first book, but like the “field book” title, is small and compact with templates that can be used while working on a project as a reference.
1 von 1 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen The easy way to use Design Thinking in business 20. Januar 2014
Von Avid Buyer - Veröffentlicht auf
Format: Taschenbuch Verifizierter Kauf
A pragmatic book that explains in a simple and easy way how to apply design tools into your business.
This book is for managers and business individuals that would like to use design thinking tools to fostering innovation and growth into their companies.
From a startup to a large multinational, the tools can be applied to any scenario with the adequate political environment.
The book has several tool exercises so you can also test your knowledge on design thinking.
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