Change by Design: 8 key ideas
The core ideas of Change by Design, each in under a minute, written in our own words. Want the full depth? Get the book.
- IDEA 1 OF 8
Design thinking solves many problems
Brown, chief executive of the design firm IDEO, argues that the methods designers use can help organisations solve a wide range of problems.
He calls this approach design thinking. He sees it as useful far beyond products.
- IDEA 2 OF 8
Good solutions balance three things
Brown explains that strong ideas are desirable to people, technically feasible and viable as a business.
In his account, an idea that fails on any one of the three is unlikely to succeed in the real world.
- IDEA 3 OF 8
The process has three spaces
Brown describes design as moving through inspiration, ideation and implementation, often looping back.
In his account, these are spaces, not rigid steps, because teams often go back to earlier stages as they learn.
- IDEA 4 OF 8
Start with people
Brown argues for human-centred design, beginning with deep understanding of people's needs.
In his account, observing how people actually live and work reveals needs that they may not be able to describe themselves.
- IDEA 5 OF 8
Build to think
Brown argues that prototypes help teams think, not just test.
In his account, making a quick model gives a team something concrete to react to and improve, so thinking and making happen together.
- IDEA 6 OF 8
Open then narrow
Brown describes divergent thinking to create options and convergent thinking to choose among them.
In his account, good teams widen the range of possibilities first, and then narrow it to the best choice.
- IDEA 7 OF 8
Design can help society
Brown describes using design thinking in health, education and development.
In his account, the same habits of listening, testing and improving can be applied to public problems, not only to business ones.
- IDEA 8 OF 8
Culture must support it
Brown argues that organisations need cultures that encourage experimentation.
In his account, even the best method fails if people fear being wrong. Brown argues leaders must make room for trial and error.
Get one idea like this every daySwipe through ideas, go deeper on any of them, and save the ones that matter. Free.
Read Change by Design in the app