The Designing for Growth Field Book: A Step-by-Step Project Guide (Columbia Business School Publishing)

Designing for Growth: A Design Thinking Tool Kit for Managers (D4G) showed how organizations can use design thinking to boost innovation and drive growth. This updated and expanded companion guide is a stand-alone project workbook that provides 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.

In the field book, Jeanne Liedtka, Tim Ogilvie, and Rachel Brozenske guide readers through the design process with reminders 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. This second edition is suitable for projects in business, nonprofit, and government contexts, with all-new tools, practical advice, and facilitation tips. A new introduction discusses the relationship between strategy and design thinking.

Jeanne Liedtka is a professor at the University of Virginia Darden School of Business. Her Columbia University Press books include Solving Problems with Design Thinking: Ten Stories of What Works (2013) and Design Thinking for the Greater Good: Innovation in the Social Sector (2017).

Tim Ogilvie is the founder of Peer Insight, an innovation strategy consulting firm, and a visiting lecturer at the University of Virginia Darden School of Business.

Rachel Brozenske is vice president of Allison Partners, an organizational development consulting practice in Charlottesville, and an adjunct lecturer at the University of Virginia Darden School of Business.