From the opening chapter Uncertainty: Your Secret Weapon from Design a Better Business: New Tools, Skills, and Mindset for Strategy and Innovation (Wiley, 2016)
Design is fundamentally about enhancing the way you look at the world. It’s a learnable, repeatable, disciplined process that anyone can use to create unique and qualified value. Design is about creating the conditions by which businesses thrive, grow, and evolve in the face of uncertainty and change.
As such, better businesses are ones that approach problems in new, systematic way, focusing more on doing rather than on planning and prediction. Better businesses marry design and strategy to harness opportunity in order to drive growth and change in a world that is uncertain and unpredictable
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