In Change by Design, Tim Brown, CEO of the innovation and design firm IDEO, introduces readers to design thinking.

The myth of innovation is that brilliant ideas leap fully formed from the minds of geniuses. In reality, most innovations are borne from rigor and discipline.

Breakthrough ideas-whether for a new bicycle, an advertising campaign, a treatment plan for diabetes, or a program aimed at tackling the national obesity epidemic-emerge not by chance, but by studying and embracing the immediate challenges we encounter every day in our offices and homes, laboratories and hospitals, classrooms and conference rooms, and in all the spaces in between.

We don’t simply realize solutions; we design them.