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Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers Alexander Osterwalder, Yves Pigneur
Must Read

Highly rated with established community support.

The Design of Business: Why Design Thinking is the Next Competitive Advantage Roger L. Martin
Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation Tim Brown

Highly rated with growing community support.

A Fine Line: How Design Strategies Are Shaping the Future of Business Hartmut Esslinger
Glimmer: How Design Can Transform Your Life, Your Business, and Maybe Even the World Warren Berger
The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses Eric Ries
Design Thinking: Business Innovation Mauricio Vianna et al.

Highly rated but with minimal community notice.

Outside In: The Power of Putting Customers at the Center of Your Business Harley Manning, Kerry Bodine
Design Thinking - Business Innovation Maurício Vianna Ysmar Vianna Isabel K. Adler Brenda Lucena Beatriz Russo
Service Design for Business: A Practical Guide to Optimizing the Customer Experience Ben Reason, vlie, Lavrans LÃ, Melvin Brand Flu

Highly rated books published more than 15 years ago.

Managing as Designing
From Products to Services: Insights and experience from companies which have embraced the service economy Laurie Young
Service Breakthroughs James L. Heskett
The Experience Economy: Work Is Theater & Every Business a Stage B. Joseph Pine, James H. Gilmore
The Ultimate Sales Machine: Turbocharge Your Business with Relentless Focus on 12 Key Strategies Chet Holmes
Purple Cow: Transform Your Business by Being Remarkable Seth Godin
Orbiting the Giant Hairball: A Corporate Fool's Guide to Surviving with Grace Gordon MacKenzie

Four star rating with growing community support.

Design Works: How to Tackle Your Toughest Innovation Challenges through Business Design Heather Fraser

Four star rating with minimal community notice.

Services Marketing Valerie Zeithalm, Mary Jo Bitner, Dwayne Gremler
Services Marketing

Three star rating with growing community support.

The Knowing-Doing Gap: How Smart Companies Turn Knowledge into Action Jeffrey Pfeffer, Robert I. Sutton
Building Design Strategy: Using Design to Achieve Key Business Objectives
Uncommon Service: How to Win by Putting Customers at the Core of Your Business Frances Frei, Anne Morriss

Poorly rated books with broad rejection from the community.

Creating Desired Futures: Solving complex business problems with Design Thinking

Books with no star rating.

Service Management: Strategy and Leadership in Service Business Richard Normann
Seizing the White Space: Business Model Innovation for Growth and Renewal Mark W. Johnson