The Design of BusinessWhy Design Thinking isthe Next Competitive Advantage

Roger Martin, Dean Rotman School of ManagementUniversity of Toronto

Mystery Heuristic Algorithm Code

01100111001

Our Path of Understanding

Mystery

Mystery Heuristic Algorithm Code

01100111001

Our Path of Understanding

Mystery

Heuristic

Mystery Heuristic Algorithm Code

01100111001

Our Path of Understanding

Mystery

Heuristic

Algorithm

Mystery Heuristic Algorithm Code

01100111001

Our Knowledge Funnel

Mystery

Heuristic

Algorithm

A Fundamental Predilection Gap

100% Reliability 100% Validity

Intuitive ThinkingAnalytical Thinking

Bridging the Fundamental Predilection Gap

100% Reliability 100% Validity

Design Thinking

Designing in Hostile Territory

five productive steps5

Leveraging Design in Business

five productive steps5