The four-question design process
The field book structures innovation around What is, What if, What wows, and What works. Each stage moves teams from understanding the present to testing a chosen future.
Designing for Growth Field Book
3 ideas
Tools that make abstraction concrete
It supplies templates like journey mapping, ideation, and rapid prototyping to turn vague ideas into testable artifacts. The emphasis is on doing rather than theorizing.
Growth as customer-empathy problem
The book treats business growth as discovering unmet customer needs through observation. Empathy, not analysis alone, is positioned as the source of new value.