The Designful Company: How to Build a Culture of Nonstop Innovation

The first important book of the year. In the tradition of IN SEARCH OF EXCELLENCE and BUILT TO LAST, THE DESIGNFUL COMPANY changes the way we think about business. During these challenging times, when doors are shutting all around us, Neumeiers book opens a big window.
ALINA WHEELER, AUTHOR OF DESIGNING BRAND IDENTITY

In another short but very sweet book, Neumeier introduces us the aesthetics of management. The Designful Company makes a great contribution to our understanding of design as a core business competence.
ROGER MARTIN, DEAN OF THE ROTMAN SCHOOL OF MANAGEMENT, UNIVERSITY OF TORONTO, AND AUTHOR OF THE OPPOSABLE MIND

If this is your first Marty Neumeier book, you'll be blown away. Wonderful, fresh content presented as a visual tour de force.
GARR REYNOLDS, PROFESSOR OF MANAGEMENT AT KANSAI GAIDAI UNIVERSITY, AND AUTHOR OF PRESENTATION ZEN

Form follows function?  Form is function!  In The Designful Company, Marty Neumeier lays out a powerful case that business innovation is a byproduct of design thinking. Follow these rules and your company can innovate faster, collaboratively and continuously.
JOHN GERZEMA, CHIEF INSIGHTS OFFICER AT Y&R, AND AUTHOR OF THE BRAND BUBBLE

Design thinking has the potential to step-change all aspects of innovation in business. When you need a disruption, when market dynamics are changing, when new sources of growth are neededcompanies that focus on design have a competitive edge.
CLAUDIA KOTCHKA, VP DESIGN INNOVATION AND STRATEGY, P&G

At last! A book that clearly articulates how and why design is absolutely fundamental to the success of business today. Chock-full of great insights.
THOMAS LOCKWOOD, PhD, PRESIDENT OF DESIGN MANAGEMENT INSTITUTE

No filler. No fluff. Marty Neumeier has distilled his message on innovation and design down to just the good stuff.  Read the whole book on your next flight, and arrive with fresh insights ready to share.
TOM KELLEY, GENERAL MANAGER OF IDEO, AND AUTHOR OF THE TEN FACES OF INNOVATION

In the first half of this book Neumeier presents a good argument for the what and the why of the designful company and in the second half he gives us a decent prototype for the how. If you dont see that calling it a decent prototype constitutes high praise, you need this book.
FRED COLLOPY, PROFESSER AT THE WEATHERHEAD SCHOOL OF MANAGEMENT, CASE WESTERN UNIVERSITY, AND CO-AUTHOR OF MANAGING AS DESIGNING

Required reading for addressing wicked problems!
PETER LAWRENCE, CHAIRMAN OF CORPORATE DESIGN FOUNDATION

Marty Neumeier is president of Neutron LLC, a San Francisco firm specializing in brand integration for clients such as Kodak, Sun Microsystems, and Adobe. During his 30-year career, Neumeier has worked as a graphic designer, writer, editor, and publisher. He's also a frequent speaker on the topics of branding, design, and creative collaboration.

INTRODUCTION
PART 1: THE POWER OF DESIGN
A NEW DEFINITION OF DESIGN
SIMON SAYS BE A DESIGNER
HOW IS CREATIVE THINKING DIFFERENT?
DESIGNING THE WAY FORWARD
KNOWING, MAKING, AND DOING
THE ORGANIC DRIVETRAIN
THE LADDER OF DESIGN LEVERAGE
PART 2: THE REBIRTH OF AESTHETICS
A LANGUAGE FOR THE SENSES
BEAUTY IN NATURE IS NEVER ARBITRARY
WHAT IS GOOD DESIGN?
DESIGNING IN DEPTH
PART 3: LEVERS FOR CHANGE
A FLYWHEEL OF INNOVATION
1. TAKE ON WICKED PROBLEMS
2. WEAVE A RICH STORY
3. BUILD AN INNOVATION CENTER
4. BRING DESIGN MANAGEMENT INSIDE
5. ASSEMBLE A METATEAM
6. COLLABORATE CONCERTINA-STYLE
7. INTRODUCE PARALLEL THINKING
8. BAN POWERPOINT
9. SANCTION SPITBALLING
10. THINK BIG, SPEND SMALL
11. DESIGN NEW METRICS
12. INSTITUTE BRANDED TRAINING
13. LEARN THROUGH ACQUISITION
14. ADD A SEAT TO THE TABLE
15. RECOGNIZE TALENT
16. REWARD WITH WICKED PROBLEMS
A SUFFICIENTLY ADVANCED CULTURE
TAKE-HOME LESSONS
WICKED SOLUTIONS
RECOMMENDED READING
 ABOUT NEUTRON
ACKNOWLEDGMENTS
INDEX ABOUT THE AUTHOR