Table of Contents

The Four Questions The Steps Step 1: Identify an Opportunity Step 2: Scope Your Project Step 3: Draft Your Design Brief Step 4: Make Your Plans Step 5: Do Your Research Step 6: Identify Insights Step 7: Establish Design Criteria Step 8: Brainstorm Ideas Step 9: Develop Concepts Step 10: Create Some Napkin Pitches Step 11: Surface Key Assumptions Step 12: Make Prototypes 30 Step 13: Get Feedback from Stakeholders Step 14: Run Your Learning Launches Step 15: Design the On-Ramp What Now? What Next? The Tools Secondary Research Direct Observation Ethnographic Interviews Job to Be Done Value Chain Analysis Journey Mapping Personas 360 Empathy Creating Posters Brainstorming Anchors Bring-Build-Buy Map Forced Connections Combinatorial Play Visualization Basics Storytelling Storyboarding Co-Creation Tools Templates and Resources An Example Project Acknowledgements

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A companion to the best-selling text that explains what is, what if, what wows, and what works in business innovation today

About the Author

Jeanne Liedtka is a professor at the Darden School of Business. Her other books include The Catalyst: How You Can Become an Extraordinary Growth Leader and The Physics of Business Growth. Tim Ogilvie is cofounder and CEO of Peer Insight, an innovation strategy consulting firm based in Washington, D.C. Rachel Brozenske is vice president of Allison Partners, an organizational development consulting practice in Charlottesville, and a lecturer at the Darden School of Business.

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