The Design Way: President of CocaCola is presented with a copy of The Design Way

Tuesday

President of CocaCola is presented with a copy of The Design Way

photograph by Jesse Taylor

Harold Nelson presents a copy of The Design Way to Ahmet C. Bozer, the President of CocaCola International at the University of Technology Sydney, in Sydney, Australia.

What people say about the book

“The second edition of The Design Way is the most useful and enjoyable book on design that I have yet read. It digs very deep into the intellectual and historical foundations of design thought in order to generate practical wisdom. If only the first chapter of this book was required reading for every first-year MBA student, the business world would be a much better place. And if it was also required reading for every science and technology policy person, we would actually have useful innovation policy. Harold Nelson and Erik Stolterman have produced a genuinely great contribution.”

--Roger Martin, Dean, Rotman School of Management, University of Toronto

“The first edition of The Design Way changed how I conduct my work in education; the second edition is even stronger. Far from a mere list of "how to’s”, it helps develop a way of seeing, thinking , understanding and acting with reciprocity that helps people become much more client-centered, creative, and adaptive to others' ever-changing environments. I highly recommend this book and thank the authors for their outstanding work”.

– John D. Bransford, Shauna C. Larson Professor of the Learning Sciences, University of Washington.

Authors

Tuesday

President of CocaCola is presented with a copy of The Design Way