"In Cheap We Trust" by Lauren Weber
"Viral Loop" by Adam L. Penenberg
"Create Your Own Economy" by Tyler Cowen
"Bright-Sided" by Barbara Ehrenreich
"Googled" by Ken Auletta
"Busted" by Edmund Andrews
"Change by Design" by Tim Brown
"Adland" by James Othmer
"In-N-Out Burger" by Stacy Perman
"Strategy for Sustainability" by Adam Werbach
The CEO of the uber design-firm Ideo takes us on a journey through the flexibility and power of design thinking that also serves as a primer on Ideo's evolving larger ambitions. Brown convincingly depicts how design can be used to improve the every day utility of objects we might take for granted, but more important, how it can address larger societal issues such as health care, education, and economic opportunity in the developing world.
Essence in a quote: "Design thinking relies on our ability to be intuitive, to recognize patterns, to construct ideas that have emotional meaning as well as functionality, to express ourselves in media other than words or symbols. Nobody wants to run a business based on feeling, intuition, and inspiration, but an overreliance on the rational and the analytical can be just as dangerous. The integrated approach at the core of the design process suggests a 'third way.'"