The Designful Company: How to Build a Culture of Nonstop Innovation

By Marty Neumeier
Part manifesto, part handbook, THE DESIGNFUL COMPANY provides a lively overview of a growing trend in management design thinking as a business competence. According to the author, traditional managers have relied on a two-step process to make decisions, which he calls knowing and doing. Yet in today s innovation-driven marketplace, managers need to insert a middle step, called making. Making is a phase in which assumptions are questioned, futures are imagined, and prototypes are tested, producing a wide range of options that didn t exist before. The reader is challenged to consider the author s bold assertion: There can be no real innovation without design. Those who are new to Marty Neumeier s whiteboard series may want to ramp up with the first two books, THE BRAND GAP and ZAG. Both are easy reads.
- the top 10 wicked problems that only design can solve
- a new, broader definition of design
- why designing trumps deciding in an era of change
- how to harness the organic drivetrain of value creation
- how aesthetics add nuance to managing
- 16 levers to transform your company
- why you should bring design management inside
- how to assemble an innovation metateam
- how to recognize and reward talent
From the back cover:
The complex business problems we face today can t be solved with the same thinking that created them. Instead, we need to start from a place outside traditional management. Forget total quality. Forget top-down strategy. In an era of fast-moving markets and leap-frogging innovations, we can no longer decide the way forward. Today we have to design the way forward or risk ending up in the fossil layers of history. Marty Neumeier, author of THE BRAND GAP and ZAG, presents the new management engine that can transform your company into a powerhouse of nonstop innovation.

Marty Neumeier started his career as a designer, later adding writing and publishing to his list of credits. He has written eight books on brand, strategy, innovation, and company culture.

His first book, The Brand Gap, was conceived as a “whiteboard overview”—a highly visual book designed to be read on a short plane flight. It became an instant bestseller, hitting the top ten on Amazon in the first month. An online version has been viewed over 22 million times since then.

A second whiteboard overview, Zag, was named one of the “top 100 business books of all time.” He quickly followed Zag with three books on design thinking: The Designful CompanyMetaskills, and The 46 Rules of Genius.

During his five-decade career, he has worked closely with innovative companies such as Apple, Sun Microsystems, Adobe, Netscape, Microsoft, HP, and Google, helping them to advance their brands and cultures.

Today he serves as Director of CEO Brand for Liquid Agency, a Silicon Valley firm that designs branded cultures for large organizations. He travels extensively as a workshop leader and speaker on the topics of brand, innovation, and leadership. When he’s not traveling, he and his wife Eileen divide their time between California and southwest France. Connect with Marty on LinkedIn or subscribe to


NEWS & OPINION: Friday Links - The Flood Edition

Posted July 23, 2010, 9:18 PM with category of Management & Workplace Culture
➻ Inc. has posted your business horoscope for August. I am apparently "going to experience a jolt in the coming week when a valued worker takes a sudden leave. Read more

NEWS & OPINION: Marty Neumeier (and Other 100 Best Authors) on ChangeThis

Posted January 15, 2009, 8:31 PM with category of Management & Workplace Culture
You may have noticed that we released a new issue of ChangeThis yesterday. What you may not have realized is that Marty Neumeier, the author of The Aesthetics of Management, is also the author of Zag: The #1 Strategy of High Performance Brands, one of The 100 Best Business Books of All TIme. The manifesto is a "look at a few of the principles that artists have used successfully, [to] see how they might apply to management. Read more


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ISBN: 9780321580061

About the Paperback

Publisher New Riders Publishing
Publish date 12/26/2008
Pages 194
ISBN-13 9780321580061
ISBN-10 0321580060
Language English

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