The subject of “design thinking” is the rage at business schools, throughout corporations, and increasingly in the popular press—due in large part to work of IDEO, a leading design firm, and its celebrated CEO, Tim Brown, who uses this book to show how the techniques and strategies of design belong at every level of business.
The myth of innovation is that brilliant ideas leap fully formed from the minds of geniuses. The reality is that most innovations come from a process of rigorous examination through which great ideas are identified and developed before being realized as new offerings and capabilities.
Change by Design explains design thinking, the collaborative process by which the designer’s sensibilities and methods are employed to match people’s needs, not only with what is technically feasible, but what is viable to the bottom line. Design thinking converts need into demand. It’s a human-centered approach to problem solving that helps people and organizations become more innovative and more creative.
Introduced a decade ago, the concept of design thinking remains popular at business schools, throughout corporations, and increasingly in the popular press—due in large part to work of IDEO, the undisputed world leading strategy, innovation, and design firm headed by Tim Brown. As he makes clear in this visionary guide—now updated with addition material, including new case studies, and a new introduction—design thinking is not just applicable to so-called creative industries or people who work in the design field. It’s a methodology that has been used by organizations such as Kaiser Permanente, to increase the quality of patient care by re-examining the ways that their nurses manage shift change, or Kraft, to rethink supply chain management.
Change by Design is not a book by designers for designers; it is a book for creative leaders seeking to infuse design thinking into every level of an organization, product, or service to drive new alternatives for business and society.

Design 打動人心，設計思考不只關乎風格
Design　＋　Thinking　用設計思考轉動世界
Tim Brown：改造一切由設計開始
善用設計思考，以創意解決難題
從這本書開始 人人都是設計思考家
◎設計名家聶永真親自操刀設計封面◎
Cheers雜誌（2010年9月） 專題報導 / 書介
頂尖設計思考家想的，和你有什麼不一樣？
Tim Brown & IDEO 的存在是為了改造世界

This book introduces design thinking, the collaborative process by which the designer’s sensibilities and methods are employed to match people’s needs with what is technically feasible and a viable business strategy. In short, design thinking converts need into demand. It’s a human-centered approach to problem solving that helps people and organizations become more innovative and creative.
Design thinking is not just applicable to so-called creative industries or people who work in the design field. It’s an approach that has been used by organizations such as Kaiser Permanente to increase the quality of patient care by re-examining the ways that their nurses manage shift change or Kraft to rethink supply chain management. This book is for creative business leaders who seek to infuse design thinking into every level of an organization, product, or service to drive new alternatives for business and society.

Traditional Chinese edition of Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation by Tim Brown. In Chinese. Distributed by Tsai Fong Books, Inc.

After the fall of France in 1940, Germany attempted to strangle Britain into submission by attacking the Atlantic Convoys, which brought much need supplies and war materiel from the USA and Canada. While the U-boats attacked from beneath the seas, the Germans modified a civilian airliner to create the Fw-200 Condor to attack from the skies. By the summer of 1941, the Condor attacks had succeeded to the extent that Winston Churchill called them 'the scourge of the Atlantic'. This book discusses the development of the Condor, and analyzes the various Allied responses, including the development of the Hurricat, a modified hurricane that could be launched via catapult from modified merchant ships.

The Japanese assault on Pearl Harbor is one of the most famous raids in history, if not the most famous. In the early hours of December 7, 1941, the carriers and aircraft of the Japanese First Air Fleet launched a sudden and unexpected attack on the US naval forces anchored in Pearl Harbor, hoping to cripple America's naval capabilities in one decisive blow.
This new study by Mark Stille will address the build-up to, execution of, and fallout from the Pearl Harbor operation. Putting the raid in context, the political and military background will be addressed - Japanese expansion in the Far East, and American responses to it, and the steady increase in tensions between the two powers. The Japanese decision to launch an assault on Pearl Harbor will be considered in detail, from the time constraints faced in planning the raid, alternative operational possibilities, and the bold, stubborn leadership of Admiral Isoruku Yamamoto, who was the driving force behind the concept and planning, to the final adoption of the operation, and its place in Japan's national strategy. It is an illuminating new look at one of the most infamous events in modern history.

好設計如何打動人心？好想法如何實際執行？
設計思考以人為本、從需求出發、以創意解決難題。
善用設計思考不僅可以打造商品、改造組織，更可以改變你我的生活！

　　★設計界、教育界、企業管理者、行銷者都在討論的創意思考方式
　　★暢銷十周年全新改版，增譯全新章節，思考設計的再設計

　　→（　）請問以下何者為設計工作者可能經手的專案？
　　（A）提升祕魯的教育體系效率，改善該國缺乏受教育勞動力的情況。
　　（B）升級美國選舉投票設備，優化投票流程並提升選民的投票意願。
　　（C）探討數據分析與演算法則，增進人工智慧在生活產品上的應用。
　　（D）重新思考與探索死亡的意義，創造富有意義與勵志的臨終經驗。
　　【答案：以上皆是】

　　→設計思考是一種思考方式
　　這本不是寫給設計師看的書，是為追求突破現有框架、不斷探索全新領域的每一個人所打造的藍圖。將設計思考這種以人為本、用創意解決難題的作法，帶進組織、產品、服務，以及最相關的日常生活中，為個人、社會整體和企業發掘新的解決方案。

　　→設計思考改造世界
　　設計思考的價值不只局限在創意產業。事實上，用設計思考來解決抽象問題時，往往能發揮強大功效，例如：提升顧客在旅館的經驗、鼓勵銀行客戶增加存款，或為公益廣告鋪陳感動人心的文本。應用範圍與議題也不斷擴大，從如何在開發中國家運送乾淨的飲水，到提升機場維安和小額貸款的效率。設計思考已成為改造世界的最佳解方。

　　→簡單掌握設計思考的要訣：
　　◎設計思考成功的三要素：洞見、觀察與同理心。
　　◎具備特定領域的專業能力很重要，橫向溝通的技巧更重要。
　　◎腦力激盪時，不要急著下定論，鼓勵天馬行空想點子，多多益善。
　　◎用手思考，用具體的道具、模型、圖畫，作為想像力的媒介。
　　◎利用同理心來設計使用者體驗，創造主動投入和參與的機會。

本書特色

　　★匯集頂尖設計師的寶貴經驗與實地觀察，迅速吸收其中精隨、化為己用。
　　★收納上百則IDEO公司經手的實際設計案例，得以從中獲得想法與啟發。
　　★在設計思考問世十年後，世界飛躍發展，因應當今景況反思設計的初衷。

各界推薦

　　──專文領讀──
　　李仁芳（政治大學科技管理與智慧財產研究所教授）
　　林榮泰（台灣藝術大學創意產業研究所教授）
　　張光民（中原大學設計學院講座教授）
　　梁又照（華冑設計創辦人）

　　──聰明推薦──
　　王文欣（前台灣無印良品總經理）
　　周育如（水越設計創辦人）
　　洪順慶（政治大學企管所教授）
　　胡佑宗（唐草設計創辦人）
　　徐莉玲（學學文創志業副董事長）
　　陳育平（華陶窯執行長）
　　陳俊良（自由落體設計董事長）
　　陳鴻儀（中華知識經濟協會理事）
　　陳藹玲（富邦文教基金會執行董事）
　　黃大洲（前圓山飯店董事長）
　　黃達夫（和信治癌中心醫院院長）
　　楊碩英（前中山大學企業管理學系教授）
　　詹宏志（網路家庭董事長）
　　詹偉雄（設計師）
　　聶永真（設計師）

　　設計思考遠遠超乎我們以往所認知的美學與風格課題。它其實更代表一種對實驗的開放精神、對說故事的熱愛、對異質性成員編組合作的需求，以及用手思考，強調原型實作的直覺—它是用簡潔純熟的技巧去建造、製作和溝通複雜構想的整套有體系的做事方法。──李仁芳（政治大學科技管理與智慧財產研究所教授）

　　本書不但是布朗本人終生從事工業設計、產品創新經驗與體驗的結晶，更是IDEO團隊在矽谷從事設計顧問服務，與輔導產業轉型為創新企業所頓悟的法則。──梁又照（華冑設計創辦人）

　　今天的設計理論、方法與工具多如過江之鯽，大多只能將人搞得更混亂，沒被困死在其中，恐怕就是一種奇蹟了。但每回想到IDEO，總感到一種回歸本心的自在與單純。IDEO每個例子都像在鼓舞我們的自信，帶人發覺自身面對問題時的思考本能，在順乎人性當中自然開啟想像的空間。──胡佑宗（唐草設計創辦人）

　　本書以活潑的案例與專案呈現如何從思考落實到執行，並且從設計師、團隊、企業內部到國際化，由小而大，逐一展演設計思維如何影響世界。設計思考改造世界，是面對未來想改變者與不想改變者都值得一讀的好書。──陳鴻儀（中華知識經濟協會理事）
 

An illustrated account of the against-the-odds successes of the MiG-17 “Fresco” in action against US combat aircraft during Operation Rolling Thunder.
Following their elite training in the USSR and China, the Vietnam People's Air Force (VPAF) pilots chosen to fly the MiG-17 achieved some stunning triumphs against the best US fighters committed to action over North Vietnam. The low-speed/high-g maneuvering attacks employed by the communist pilots proved to be highly effective, with the MiG-17's heavy-caliber cannon inflicting a rising toll on American aircraft including the F-8 Crusader, F-4 Phantom II, and F-105 Thunderchief.
Drawing on archival photographs and first-hand accounts from the pilots involved, this engaging new study reveals how a handful of MiG-17 regiments achieved 40 aerial victories over considerably more advanced US combat aircraft types following the commencement of Operation Rolling Thunder in March 1965. Leading VPAF authority István Toperczer's insightful research and tactical analyses shed fresh light on the important role played by the “Fresco” in the defense of North Vietnam, and are complemented by action-packed ribbon diagrams, as well as battlescene artwork and a detailed cutaway armament view.