Design Thinking for Strategic Innovation

IDRIS MOOTEE is the CEO of Idea Couture, a global innovation rm with ofces in San Francisco, Shanghai, Toronto, London, Dubai, and Mexico City. He has worked with clients such as Amex, Burberry, BMW, Boeing, Cisco, De Beers, Kraft, Nike, Samsung, and Pepsi. A leading expert on applied design thinking, Idris speaks on strategic innovation, developing strategic foresight, and business model design through the application of design thinking. He is also the author of 60-Minute Brand Strategist, also published by Wiley.

Acknowledgments ix Foreword Erik Roth x SCENE 01 Theres No More Business As Usual viii The Butterfly Effect and Long-Range Planning 12 Applied Design Thinking Is Strategic Innovation 16 Time to Think beyond Crisis Mode 18 Changing Management Paradigms 22 SCENE 02 What Is Design Thinking, Really? 26 Is Design Thinking a Science or an Art? 34 Design Thinking Has Been Oversimplified 38 SCENE 03 Applied Design Thinking in Business and Strategy 46 Design Thinking to the Rescue 56 Weve Lost Touch with Whats around Us 58 Every Future Business Leader Needs to Be a Good Design Thinker 60 The 10 Design Thinking Principles That Redefine Business Management 62 SCENE 04 Introducing the Design Thinking MBA 76 Business Challenge 01: Growth 82 Business Challenge 02: Predictability 94 Business Challenge 03: Change 108 Business Challenge 04: Maintaining Relevance 118 Business Challenge 05: Extreme Competition 126 Business Challenge 06: Standardization 136 Business Challenge 07: Creative Culture 148 Business Challenge 08: Strategy and Organization 156 SCENE 05 Hiring Design Thinkers Is Not Enough; We Need to Create Design Thinking Companies 188 About the Author 203 Photo Credits 204 Index 205