When it comes to innovation, business has much to learn from design. The philosophy in design shops is, 'try it, prototype it, and improve it'.

- Roger Martin

The two most fundamental strategic choices are deciding where to play and how to win.

- Roger Martin

Business people don't need to understand designers better. They need to be designers.

- Roger Martin

The ability to face constructively the tension of opposing ideas and instead of choosing one at the expense of the other, generate a creative resolut…

- Roger Martin

The status quo is more tenacious than anyone would ever imagine. The human mind prefers continuity rather than change. So it really has to be committ…

- Roger Martin

The fundamental purpose of design thinking is to produce something that does not now exist. And so it is with integrative thinking - in the face of c…

- Roger Martin

In order to have a hope of creating better answers, we need to deeply understand the logic of the opposing answers. That means thinking about how we …

- Roger Martin

The virtue of small-to-midsize companies is that they tend to be more flexible and it is easier to experiment with new ways of working. So just try t…

- Roger Martin

I was blown away when I figured out that none of the great integrative moves that I studied came as a result of starting with a blank sheet of paper …

- Roger Martin