The myth of innovation is that brilliant ideas leap fully formed from the minds of geniuses. In reality, most innovations are born from rigor and discipline. Breakthrough ideas — whether for a new bicycle, an advertising campaign, a treatment plan for diabetes or a program aimed at tackling the national obesity epi- demic — emerge not by chance, but by studying and embracing the immediate challenges we encounter every day in our offices and homes, laboratories and hos- pitals, classrooms and conference rooms, and in all the spaces in between. We don’t simply realize solutions; we design them.
Change by Design introduces readers to design thinking. Design is not just about creating elegant objects or beautifying the world around us. The best designers match necessity to utility, constraint to possibility, and need to demand. These design thinkers rely on rigorous observations of how we use spaces and the objects and services that occupy them; they discover patterns where others see complexity and confusion; they synthesize new ideas from seemingly disparate fragments; and they convert problems into opportunities. Design thinking is a method in which genius, in the end, is not required.