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Authors: Roger Martin
Chapter from: "The Design of Business: Why Design Thinking Is the Next Competitive Advantage"
Published by: Harvard Business Publishing
Published in: 2009

Abstract

Business leaders place an enormous amount of value and spend a lot of money on innovation. But in all too many cases, businesses unwittingly work against their own purposes by falling pray to cultures and routines that privilege analysis over intuition and mastery over originality. They rely increasingly on algorithm-based decision making to produce outcomes that are reliable - consistent and predictable - while rejecting the pursuit of outcomes that are valuable or that produce a desired result. Such organizations inevitably come to see maintenance of the status quo as an end in itself, short-circuiting their ability to design and redesign themselves continuously to anticipate the ever-changing environment. In this chapter, design-thinking expert Roger Martin explains why so many companies fall victim to the reliability bias, and how you can strike a greater balance between reliability and validity in your organization. This chapter is excerpted from ‘The Design of Business: Why Design Thinking Is the Next Competitive Advantage'.

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Abstract

Business leaders place an enormous amount of value and spend a lot of money on innovation. But in all too many cases, businesses unwittingly work against their own purposes by falling pray to cultures and routines that privilege analysis over intuition and mastery over originality. They rely increasingly on algorithm-based decision making to produce outcomes that are reliable - consistent and predictable - while rejecting the pursuit of outcomes that are valuable or that produce a desired result. Such organizations inevitably come to see maintenance of the status quo as an end in itself, short-circuiting their ability to design and redesign themselves continuously to anticipate the ever-changing environment. In this chapter, design-thinking expert Roger Martin explains why so many companies fall victim to the reliability bias, and how you can strike a greater balance between reliability and validity in your organization. This chapter is excerpted from ‘The Design of Business: Why Design Thinking Is the Next Competitive Advantage'.

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