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.