Parsons the New School for Design Presents Roger Martin in Conversation with Bruce Nussbaum

On November 12, The School of Design Strategies at Parsons The New School for Design will present Roger Martin, dean of the Rotman School of Management at the University of Toronto, in conversation with Bruce Nussbaum, BusinessWeek Contributing Editor and Visiting Professor of Innovation and Design at The New School.

Nussbaum and Martin will discuss the route followed by successful design thinkers in business, science and the arts, on the occasion of the publication of Martin's new book, The Design of Business: Why Design Thinking is The Next Competitive Advantage.

The Design of Business shows how leading companies use design thinking to push knowledge through stages in ways that produce breakthrough innovations and competitive advantage.

Martin's book is full of colorful stories and practical guidelines, which illustrate how to combine proof-based analytical thinking with possibility-based "abductive thinking", along with how to change structures and processes to move knowledge from one stage to the next, develop the key tools of design thinkers: observation, imagination and configuration and more.

The Design of Business reveals the true foundation of successful, profitable innovation, connecting the worlds of business and design.