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Change By Design: How Design Thinking Transforms Organizations And Inspires Innovation introduces readers to the concept of design thinking and how they can harness this towards a successful business strategy. Summary Of The Book In Change By Design: How Design Thinking Transforms Organizations And Inspires Innovation, author Tim Brown explores the notion that bright ideas emerge by chance. He maintains that all ideas of innovation, whether they were for a campaign or building a bicycle, emerged through study and discipline. In other words, solutions simply do not leap forward, we design them. This book introduces readers to a different way of cognizing about the world called design thinking. According to Brown, design involves more than just beautifying your living space or the surrounding environment. The best design matches utility to necessity, possibility to constraints, and demand to need. A design thinker relies on his or her observations of how space is used and how objects function in these given spaces. More importantly, design thinkers develop ideas from complex scenarios and convert them to solutions and opportunities. Therefore, design thinking is not genius, it is learned. According to Brown, design thinking is applicable to more than just creative industries or for product designers. It can be applied to multifaceted problems in various industries such as hotel and restaurant management, advertising campaigns, and even in energy conservation. This book serves as a blueprint for creative thinking leaders who are looking for a creative approach to problem solving that can be applied to all facets of an organization. Change By Design: How Design Thinking Transforms Organizations And Inspires Innovation is presented in 10 chapters which are divided into 2 units. In the first unit titled What Is Design Thinking, the topics covered are how design thinking goes beyond style, how to change a need into a demand, Mental Matrix, Building to Think, how experiences contain a design, and the importance of storytelling. In unit two titled Where Do We Go From Here, Brown talks about teaching design to corporations, inspiring design thinking on a global scale, and designing for tomorrow. About Tim Brown Tim Brown is an author, CEO, and President at IDEO, a global design consultancy. Brown is an industrial designer by trade. He has been an advisor for boards and senior executives of Fortune 100 companies. Brown also gives lectures about the importance of design thinking at the World Economic Forum and on TED.com. Tim has received many design awards for his work, which has been exhibited at museums in New York, London, and Tokyo. He also has a keen interest in ways design can promote better living for people in emerging economies. Brown keeps a blog about his new thinking strategy. Brown writes for various prominent publications such as the Harvard Business Review and The Economist.