The Design of Business: Why Design Thinking is the Next Competitive Advantage with Roger Martin

Tuesday, May 4, 2010 - 05:45 to 07:30
Jackman Hall, Art Gallery of Ontario, 317 Dundas Street West, Toronto
Community members: 

How can we use design to challenge the prevailing wisdom of business education? As Dean of the Rotman School of Management at The University of Toronto, Roger Martin has led a controversial & exciting campaign to do just that. He has famously asserted that “Business people don’t need to understand designers better: they need to be designers.” This is a foundational idea in an emerging area in the theory and practice of business called Design Thinking. In his talk Roger will speak about his recent book, The Design of Business, and why he believes so strongly that design is essential to competitive advantage.

About the Speaker: 
Roger Martin has served as Dean of the Rotman School of Management since 1998. He is advisor to the CEOs of several major corporations, has published several books on business strategy, and writes for’s Innovation and Design Channel, Washington Post’s On Leadership blog and Financial Times’ Judgment Call column. Roger Martin has been named one of the world’s top 50 management thinkers by The Times of London and one of the world’s 10 most influential business professors by Business Week. He received his AB from Harvard College in 1979 and his MBA from the Harvard Business School in 1981.