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Book Information
The power of transformative design, multidisciplinary leaps, and diversity: lessons from a Black professional’s journey through corporate America.

Design offers so much more than an aesthetically pleasing logo or banner, a beautification add-on after the heavy lifting. In Reimagining Design, Kevin Bethune shows how design provides a unique angle on problem-solving—how it can be leveraged strategically to cultivate innovation and anchor multidisciplinary teamwork. As he does so, he describes his journey as a Black professional through corporate America, revealing the power of transformative design, multidisciplinary leaps, and diversity. Bethune, who began as an engineer at Westinghouse, moved on to Nike (where he designed Air Jordans), and now works as a sought-after consultant on design and innovation, shows how design can transform both individual lives and organizations.

In Bethune’s account, diversity, equity, and inclusion emerge as a recurring theme. He shows how, as we leverage design for innovation, we also need to consider the broader ecological implications of our decisions and acknowledge the threads of systemic injustice in order to realize positive change. His book is for anyone who has felt like the “other”—and also for allies who want to encourage anti-racist, anti-sexist, and anti-ageist behaviors in the workplace. Design transformation takes leadership—leaders who do not act as gatekeepers but, with agility and nimbleness, build teams that mirror the marketplace.

Design in harmony with other disciplines can be incredibly powerful; multidisciplinary team collaboration is the foundation of future innovation. With insight and compassion, Bethune provides a framework for bringing this about.

Book ID Asin: 0262046504
Book Title: Reimagining Design: Unlocking Strategic Innovation (Simplicity: Design, Technology, Business, Life)
Book Author: Kevin G. Bethune,John Maeda
Book Format and Price:
Book Format Name: Kindle
Book Format Price: $14.99
Book Format Name: Audiobook
Book Format Price: $0.00
Book Format Name: Hardcover
Book Format Price: $22.45
Book Format Name: AudioCD
Book Format Price: $20.79
Book Price: $22.45
Book Category: Books, Arts & Photography, Decorative Arts & Design and unknown
Book Rating: 55 ratings
Book Product Detail

Publisher ‏ : ‎ The MIT Press (March 15, 2022)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 208 pages
ISBN-10 ‏ : ‎ 0262046504
ISBN-13 ‏ : ‎ 978-0262046503
Item Weight ‏ : ‎ 12 ounces
Dimensions ‏ : ‎ 5.56 x 0.79 x 8.31 inches

Best Sellers Rank: #337,228 in Books (See Top 100 in Books)
#133 in Design History & Criticism
#905 in Workplace Culture (Books)
#916 in Systems & Planning

Customer Reviews:
4.6 out of 5 stars 55 ratings

Review
"Bethune's book is an essential resource for designers looking to shake up the industry… The book provides insights for people of color who want to get ahead in the industry, while also challenging norms and systemic injustice. Because the righting of these wrongs demands intersectional collaboration, it's also a resource for allies. Those who are looking to upend barriers for previously excluded communities and welcome the innovation new voices bring to the practice will find helpful actionable items within the writing. In other words, Reimagining Design is the kind of narrative the industry is in desperate need of as design and its place in the world evolves."

—Core77

"At a time of increasing uncertainty, what can we do to solve ever-changing problems? Designer Kevin Bethune takes on that thorny issue in his new book, with a view to diversity and inclusion."

—Design Week

“Carnegie Mellon University alum Kevin Bethune has followed an unlikely career path through design, engineering and businesses, and offered a midcareer distillation of the wisdom he’s distilled in a slender, sleek volume with the rather generalist title Reimagining Design: Unlocking Strategic Innovation… in the end, this is the book’s inspirational message: that the key to both professional career fulfilment and a world of more useful consumer and business products and services is a mind open as much to the creative imagination as to the lessons of business, technology, communication and marketing.”

—Pittsburgh Post-Gazette
Review
“An innovative and deeply personal book that is chock-full of insight and actionable content. Bethune’s emphasis on ‘strategic’ design thinking, combined with his ability to balance his corporate and engineering knowledge with design, will unlock value for many readers, from new grads to the C -suite.”
—Annie Jean-Baptiste, author of Building for Everyone; founder, Equity Army

“With vulnerability, clarity, and actionable insights, Kevin Bethune answers important questions for increasing diversity and inclusion in design: What does it mean to be a Black man succeeding in design? What can you learn from him to help others succeed?”
—Dori Tunstall, Dean of Design, OCAD University

“Kevin Bethune is a master of his craft, and Reimagining Design: Unlocking Strategic Innovation synthesizes his decades of professional and personal experiences into an informative and timely book that BIPOC creatives should study to shape the world through design.”
—Maurice Cherry, founder and host, Revision Path

“Nuclear engineer, sneaker designer, professional disrupter, and lots more . . . to say that Kevin Bethune has had a radically varied career path would be an understatement. Driven by optimism, curiosity, and a passion for blurring boundaries, Kevin is a role model for the next generation of design pioneers. This book is required reading for anyone hoping to envision a new future for design.”
—Gary Hustwit, filmmaker, Helvetica, Objectified, Rams
Read more
Book Review
Name: Julian S.
Rating: 5.0 out of 5 stars
Title: Essential for every designer’s personal library
Date: Reviewed in the United States on January 26, 2023
Review: Kevin Bethune is an extraordinary mind and a superb storyteller. This book runs the gamut from design philosophy to tactical methods that designers in any discipline can integrate into their practice. Bethune’s personal journey is extraordinary and inspirational, a lesson to always follow your curiosity and work for positive impact in the world.

Name: O. Castor
Rating: 5.0 out of 5 stars
Title: Insightful, impactful nuggets from the ultimate design servant leader .
Date: Reviewed in the United States on March 21, 2022
Review: I am lucky enough to have known and admired Kevin prior to reading this book. I ended it, feeling refreshed, rejuvenated, and peaceful, often like I did in our in person interactions. This book is accessible for designers and non-designers. It gives you collective wisdom gleaned across an illustrious career and rigorous schooling and distills the content into concrete frameworks and rich insights that are both easy to read and have you earmarking pages to come back to when you are in the right situation for each framework. Kevin’s style of writing encapsulates who he is, the ultimate servant leader, a humble but wildly successful and accomplished black man in corporate America. You do not have to have Kevin’s background or even be a designer to have this book touch you. It is relevant reading for everyone from a UX designer to a CEO on building diverse teams, making space for impactful voices, and structuring a rich culture of innovation. He covers a lot in a small book, and I have no doubt if and when he produces a follow up on the customer interview method or how to drive innovation in orgs that are not set up to do so, I’ll be excited to purchase his next one!

Name: J. Merrell
Rating: 5.0 out of 5 stars
Title: A paradigm-shifting story
Date: Reviewed in the United States on March 24, 2022
Review: I finished reading this book in two sittings. After the first, I had a hard time sleeping because it made me question my own career path as a designer. Did I have the courage to follow my curiosity or have I “bowed down” to the structural forces that perpetuate the status quo, encouraging an unexamined, oftentimes overly-linear (design-centric) career path? I’m probably being a little over-dramatic but that’s how it’s felt for me.

Kevin’s journey reminds me that having the courage to pave your own path is more than worth it. Yes, this is a book about design, but more than that, it is about using our inherent creativity (yes, everyone can be creative!) to re-imagine our lives and the world around us. As a Korean American designer who’s worked in multidisciplinary settings I am grateful for Kevin’s voice as someone who is able to bridge multiple worlds and take a stand for design. I wish we had more voices like his. If you are a designer who is a minority and has struggled with his/her “non-linear” career path I think this will be a great source of encouragement and inspiration.

Name: Dieter
Rating: 5.0 out of 5 stars
Title: Design Inspiration
Date: Reviewed in the United States on August 4, 2022
Review: I enjoyed Kevin Bethune’s book, and could relate to many of the situations discussed, like being the “only one” in the room. Nice to read experiences from someone that looks like me. Gives me hope as I continue my journey within the design community.

Name: Amazon Customer
Rating: 5.0 out of 5 stars
Title: Thank you for writing this book.
Date: Reviewed in the United States on April 4, 2022
Review: Kevin’s voice is easy to hear and relate to as a senior multidisciplinary designer navigating this path, never checking just one box along the way. The advice and tone is at the right altitude to take you along for the process but still grounded enough to relate as a human and Black designer navigating an extremely nuanced world. After feeling stagnant In my design career, this book sparked a fire and helped me reevaluate the work I’ve done and aspire to do with a different lens. This book is full of advice and insights to put into practice immediately.

Name: Lonnie Bethune
Rating: 5.0 out of 5 stars
Title: The Real Kevin!
Date: Reviewed in the United States on May 3, 2022
Review: This book transcends just the design world, and is meaningful for all management professionals, as Kevin tells his story that led to the creation of Dreams Design and Life(dd.l). His journey is telling, of a Black professional's experiences in some of the largest companies in America. The example he provides is inspiring and deliberate in the pursuit of acceptance and excellence in performing work that exceeds expectations in every role. Don't miss out, order your copy today and share!

Name: M.P.
Rating: 5.0 out of 5 stars
Title: Inspiring
Date: Reviewed in the United States on February 7, 2023
Review: A book about design as a way of thinking, of acting, of living. Inspiring…

Name: Wayne Robins
Rating: 5.0 out of 5 stars
Title: Stellar
Date: Reviewed in the United States on January 26, 2023
Review: I was lucky enough to work with Kevin at BCG, and this book was a great reminder of useful tools to apply at work every day. I enjoyed learning about the shaping forces in Kevin's career, and how he continues to be a servant leader for so many designers today. I encourage you to run and grab this book, dive into the conversation online, and roll up your sleeves to help reimagine a better future.