Design Thinking balances analyt­ical thinking and intu­itive thinking, enabling an orga­ni­za­tion to both exploit existing knowl­edge and create new knowl­edge. A design-thinking orga­ni­za­tion is capable of effec­tively advancing knowl­edge from mystery to heuristic to algo­rithm, gaining a cost advan­tage over its competi­tors along the way. And with that cost advan­tage, it can redi­rect its design thinking capacity to solve the next impor­tant mystery and advance still further ahead of its competi­tors. In this way, the design-thinking orga­ni­za­tion is capable of achieving lasting and regen­er­ating compet­i­tive advan­tage. · Go to Roger Martin on design thinking →