A revised and updated edition of the groundbreaking guide to “design thinking” which reveals how the techniques and strategies of design have evolved over the past ten years, and have contributed to various industries and sectors, both for profit and nonprofit. The myth of innovation is that brilliant ideas leap fully formed from the minds of geniuses. The reality is that most innovations come from a process of rigorous examination through which great ideas are identified and developed before being realized as new offerings and capabilities. Change by Design explains design thinking, the collaborative process by which the designer’s sensibilities and methods are employed to match people’s needs, not only with what is technically feasible, but what is viable to the bottom line.