The Non-Designer’s Guide to Design Thinking: What a Marketer Learned in Design School


“Design thinking seems to be an important way of thinking in 21st century business, but I am not sure where to begin.”

Do you agree or not? If yes, this book is a good introduction to map the overall picture of learning design thinking.

This book illustrates the key components of mastering design thinking based on author’s experience at the Institute of Design, Illinois Institute of Technology, one of the most famous Design schools in the world. The author highlights the difference between the business world and design world based on his own experience. His big transition from logical world as a ex- P&G marketers to design world and this helps non- designer how to learn design thinking with comparison to business protocol.

The author categorized the key components of design thinking into 4 parts:
1. Thinking: Hybrid Thinking
2. Mindset: Creator Spirit
3. Process: Human Centered Co-creation
4. Environment: Switching to Creative Mode through Tools and Space

In later chapter, the author proposes the framework of how to start the career of business design world and finally how the design thinking might influence your well-being.

This book is compass for you to start mastering design thinking for all non designers.

In this book you will:
• Understand how non designer can learn design thinking
• Understand the 4 components of design thinker

Dear the creators of the future,

If you aim at being the first to reach the top of an unexplored mountain,
Then say goodbye right now to your comfortable environment,
throw yourself into the harshest creative competition in the world.

Polish the three intelligence: philosophical, technology and societal intelligence by constructive thinking through thorough critique, and interdisciplinary competition.
Train the three powers of survival: the power to stick out, the power to lay roads, and the power to build mountains by your own.

Saso’s book will surely be a reassuring compass for the first chapter of your voyage.The second chapter and beyond, depends on your power to build mountains by your own.

I wish you have a good luck on your voyage.

Hiroshi Ishii (Media artist, MIT medialab)

This book offers a practical yet perfectly palatable approach to high-level design thinking; a must read especially for business professionals!

While working in education and conducting research in business management, I became convinced that the most important aspect for future business, which is currently not taught at business schools, is design thinking.

For all of you readers this is a unique opportunity to understand the importance of spanning boundaries. I am very excited to see if more people will aspire to span the boundary between business and design after reading this book.

Akie Iriyama (MBA Professor, Waseda University )

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