Looking ahead

XVI.2 March + April 2009
Page: 76
Digital Citation

(P)REVIEWDoing business by design


Authors:
Alex Wright

Ever since the Harvard Business Review declared that "the MFA is the new MBA" in 2004, the business press has published a raft of articles testifying to the rise of so-called design thinking among corporate managers. So it should come as no surprise that designers are finally starting to break out of their professional literary ghetto to write books targeted at businesspeople. Building on the tradition of such airport-bookstore staples as Built to Last, In Search of Excellence, and Good to Great, a new crop of books has emerged to offer fresh design-oriented perspectives on modern business problems, while—not…




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