The problem, says Martin, author of a new book, The Design of Busi­ness: Why Design Thinking is the Next Compet­i­tive Advan­tage, is that corpo­ra­tions have pushed analyt­ical thinking so far that it’s unpro­duc­tive. “No idea in the world has been proved in advance with induc­tive or deduc­tive reasoning,” he says. The answer? Bring in the folks whose job it is to imagine the future, and who are experts in intu­itive thinking. That’s where design thinking comes in, he says. · Go to What’s Thwarting Amer­ican Inno­va­tion? Too Much Science, Says Roger Martin →