The Designing for Growth Field Book

The Designing for Growth Field Book demystifies tools that have traditionally been the domain of designers to help organizations execute an innovation project to its full potential.

In Designing for Growth: A Design Thinking Tool Kit for Managers (D4G), Jeanne Liedtka and Tim Ogilvie showed how businesses can use design thinking to boost innovation and drive growth. In this companion guide, which can also serve as a stand-alone project workbook, the authors provide a step-by-step framework for applying the D4G tool kit and process to a particular project, systematically explaining how to address the four key questions of the design thinking approach.

The field book maps the flow of the of the design process within the context of a specific project and reminds readers of key D4G takeaways as they progress. Readers learn to identify an opportunity, draft a design brief, conduct research, establish design criteria, brainstorm, develop concepts, create napkin pitches, make prototypes, solicit feedback from stakeholders, and run learning launches.

• The Four Questions
• The Steps
• Step 1: Identify an Opportunity
• Step 2: Scope Your Project
• Step 3: Draft Your Design Brief
• Step 4: Make Your Plans
• Step 5: Do Your Research
• Step 6: Identify Insights
• Step 7: Establish Design Criteria
• Step 8: Brainstorm Ideas
• Step 9: Develop Concepts
• Step 10: Create Some Napkin Pitches
• Step 11: Surface Key Assumptions
• Step 12: Make Prototypes
• Step 13: Get Feedback from Stakeholders
• Step 14: Run  Your Learning Launches
• Step 15: Design the On-Ramp
• What Now? What Next
• The Tools
• Secondary Research
• Direct Observation
• Ethnographic Interviews
• Job to Be Done
• Value Chain Analysis
• Journey Mapping
• Personas
• 360 Empathy
• Creating Posters
• Brainstorming
• Anchors
• Bring-Build-Buy Map
• Forced Connections
• Combinatorial Play
• Visualization Basics
• Storytelling
• Storyboarding
• Co-Creation Tools
• Templates
• Resources
• An Example Project

Aaarrrggghhhhh!!!!! Why did I buy a fieldbook for a bad excuse to a book? Well, I can only answer that didn't remember the excrement of the first book and that it unfortunately is still a bad idea of reading this drivel…