Book Review: The Designful Company

Full Title: The Designful Company: How to Build a Culture of Nonstop Innovation by Marty Neumeier

5 out of 5 stars | Read the summary on Goodreads

This book draws connections between the world of art and design and the world of business. Not just in terms of having a design team, or creating a great logo, but in terms of a working business model that ensures a culture of creativity and innovation.

Pair with: Creativity Inc. to build a creative, thriving culture.

He argues that companies have gotten better at a management model that no longer works. Instead of deciding in meeting after meeting, we must design their way forward to delight customers. We're no longer interested in getting "just what we paid for." We want more. To do this, we have to design--think "wrong"--something that inherently goes against the management model that we've gotten so good at.

Neumeier built this book for visual learners like me. The book was a pleasure to read not just because of the ideas, but because of the visuals (perhaps the closest thing we'll get to a picture book for adults). The so-called "airplane" format worked perfectly--it really is a 2-hour read, and I was able to read it on an airplane. I can't wait to read his other books.