Design Advantage : The Secret to Creating Long-Term Value 15
Derived from: Roger Martin’s The Design of Business
Action Plan : Designing Your Future 
PROFIT : Superficial Design makes no difference. It’s adornment, decoration and cosmetic. It’s like reading a book and doing nothing with it. Significant Design changes the world. It’s like reading a book, looking at the world anew and taking decisive action based on your new knowledge. That’s what this whole issue is about – creating new knowledge and putting it to good use. Are you Superficial or Significant? Here’s your chance to prove it…
1 What will Design Thinking add or solve for you and your organization?
2 What could you exploit, make more efficient or Convert to a step-by-step process?
3 What could you explore or innovate? What wicked problems can you attack?
4 Which of the four opportunities types will you pursue?
5 Who do you need to get on board to adopt Design Thinking?
6 What new design projects will you create? How will you manage continuous work?
7 How will you modify your leadership style to adopt Design Thinking?
8 When will you start Design Training? And, with Whom?
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