TIM BROWN of IDEO by Roger Martin

“Tim Brown of IDEO has written that design thinking is ‘a discipline that uses the designer’s sensibility and methods to match people's needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity.’ A person or organization instilled with that discipline is constantly seeking a fruitful balance between reliability and validity, between art and chance, between intuition and analytics, and between exploration and exploitation. The design-thinking organization applies the designer's most crucial tool to the problems of business. That tool is abductive reasoning.”

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TIM BROWN of IDEO by Roger Martin

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