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Design Thinking for Entrepreneurs and Small Businesses: Putting the Power of Design to Work by Beverly Rudkin Ingle

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Preface

The entrepreneurial spirit in the United States is dynamic, determined, and laced with fantastic tales of self-made millionaires and enviable success stories. There’s a great deal of mystique surrounding those tales, which I attribute to our country’s unique reputation of being the land of opportunity. Entrepreneurs have created more than 27 million small busi­nesses according to 2010 data.1 If you are holding this book, you probably are one of them, and you’re looking for your next competitive advantage.

When I first heard the phrase “design thinking,” I had been on a quest for the next competitive advantage for my clients and myself. Instinctively, I knew the next step had to be big and bold; it had to embrace change and be purposeful ...

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