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The Design of Business
Why Design Thinking is
the Next Competitive Advantage



                         Roger Martin, Dean
                         Rotman School of Management
                         University of Toronto
Our Path of Understanding



Mystery        Heuristic    Algorithm     Code

                               Mystery




                                         01100111001
Our Path of Understanding



Mystery        Heuristic    Algorithm       Code

                               Mystery



                               Heuristic
                                           01100111001
Our Path of Understanding



Mystery        Heuristic    Algorithm       Code

                               Mystery



                               Heuristic
                                           01100111001




                               Algorithm
Our Knowledge Funnel



Mystery       Heuristic   Algorithm       Code

                             Mystery



                             Heuristic
                                         01100111001




                             Algorithm
A Fundamental Predilection Gap




            Analytical Thinking Intuitive Thinking




    100% Reliability                       100% Validity
Bridging the Fundamental Predilection Gap




                        Design Thinking




     100% Reliability                     100% Validity
Designing in Hostile Territory



5five productive steps
Leveraging Design in Business



5five productive steps

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The Design of Business - Roger Martin