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The Design of Business Why Design Thinking is the Next Competitive Advantage Roger Martin, Dean Rotman School of Management University of Toronto

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Roger Martin's presentation at the Unfinished Business lecture series, hosted by Strategic Innovation Lab at OCAD and sponsored by Torch Partnership.

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Page 1: The Design of Business - Roger Martin

The Design of BusinessWhy Design Thinking isthe Next Competitive Advantage

Roger Martin, Dean Rotman School of ManagementUniversity of Toronto

Page 2: The Design of Business - Roger Martin

Mystery Heuristic Algorithm Code

01100111001

Our Path of Understanding

Mystery

Page 3: The Design of Business - Roger Martin

Mystery Heuristic Algorithm Code

01100111001

Our Path of Understanding

Mystery

Heuristic

Page 4: The Design of Business - Roger Martin

Mystery Heuristic Algorithm Code

01100111001

Our Path of Understanding

Mystery

Heuristic

Algorithm

Page 5: The Design of Business - Roger Martin

Mystery Heuristic Algorithm Code

01100111001

Our Knowledge Funnel

Mystery

Heuristic

Algorithm

Page 6: The Design of Business - Roger Martin

A Fundamental Predilection Gap

100% Reliability 100% Validity

Intuitive ThinkingAnalytical Thinking

Page 7: The Design of Business - Roger Martin

Bridging the Fundamental Predilection Gap

100% Reliability 100% Validity

Design Thinking

Page 8: The Design of Business - Roger Martin

Designing in Hostile Territory

five productive steps5

Page 9: The Design of Business - Roger Martin

Leveraging Design in Business

five productive steps5


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