Design thinking & strategy - a book review

As threatened in an earlier post, this entry is another book review.

"Design thinking; integrating innovation, customer experience and brand value", edited by Thomas Lockwood (of course, available via amazon), brings together a bunch of big names in design management and provides a nicely balanced overview of current ideas about the role of design in innovation, service delivery, but in particular in developing brands.

I especially liked the contributions by Kevin Clark & Ron Smith from IBM Corporate Markting (on the value of leveraging design professionals and skills to provide insights in all aspects of the business), Erik Abbing & Christa van Gessel (who provide a 4-step method for brand-driven innovation) and Mark Jones & Fran Samalionis from IDEO (who have put together a nice framework to design new service innvoations).

Despite the many interesting essays, I was underwhelmed by the book as a whole. I guess it is my nature (or background, or both), but I was looking for a more complete answer, showing how design thinking can be applied / integrated into the business - beyond the straightforward application of ideation and visualisation techniques to the product and brand development process.

Using design thinking (and at the very least design techniques) combined with more analytical/structured methods in the business strategy space to bring the "outside-in approach" into an organisation and to give those ideas traction feels like an idea on the brink of maturity - in a couple of years this is going to be entirely mainstream.

Nevertheless, if this book was anything to go on, there is a lot of work to be done before then. The tools need to mature to be applied in the broader business strategy arena (ie. outside of the product development space where they are most at home). It feels like progress is being made quickly (with new blogs and companies popping up daily) - it is a fun time to dig into this space!

Given my own more analytical background, I personally find it rather frustrating trying to create rather than deduce, but also all the more rewarding when it pays off - I hope to be posting later this year on the topic of design thinking in the context of business architecture as my ideas mature.

As such any help that can be found in books like this on methods and approaches are thoroughly welcome!