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This is the second sub-section of the Literature Review section for my Capstone project.

Here is a listing of links to the previous capstone project posts:

• Capstone Project: Part 1 - Abstract
• Capstone Project: Part 2 - Introduction
• Capstone Project: Part 3 - Approach and methodology
• Capstone Project: Part 4 - Disruptive Innovation

The Design of Business

Another primary influence upon the direction of this project has been Roger Martin’s “The design of business : why design thinking is the next competitive advantage” (Martin 2009). Martin is the Dean of the Rotman School of Management at the University of Toronto. He has been researching and introducing innovative new ways for business leaders and consultants to think and transform organizations. This new path is grounded and driven by design thinking.

Martin describes design thinking as the foundation for balancing analytical thinking and intuitive thinking. This balance allows organizations to maintain innovation which will increase efficiency and lead to perpetual competitiveness. In essence, design thinking allows organizations to move from the complex to the simple, from mystery to algorithm through what he refers to as the “knowledge funnel” [see Figure 6].
Martin indicates that design thinking is made possible by using abductive logic, a concept that was originally developed by James Peirce (Peirce, Houser et al. 1992). Abductive thinking equips design thinkers to explore possibilities by looking to the future while still exploiting opportunities by looking to the past.

He elaborates by stating that the roadmap to success will lead to new kinds of organizations marked by changes in structure, culture, and processes. These new organizations will be run by a different kind of leader that is focused on maintaining this balance between analytical and intuitive thinking. These new organizations will be staffed with a new type of worker that will have a different view of the world and their role in it. They will use new sets of tools to understand the world and organize their thinking through a new type of experience to develop the skills to use these tools. Jon Kolko calls this “design synthesis” which he describes as “an abductive sensemaking process.” (Kolko 2010)

References
Kolko, J. (2010). "Abductive Thinking and Sensemaking: The Drivers of Design Synthesis." Design Issues 26(1): 15-28.

Martin, R. L. (2009). The design of business : why design thinking is the next competitive advantage. Boston, Mass., Harvard Business Press.

Peirce, C. S., N. Houser, et al. (1992). The essential Peirce : selected philosophical writings. Bloomington, Indiana University Press.