Intersection book cover


How Enterprise Design Bridges the Gap between Business, Technology, and People

Many organizations struggle with the dynamics and the complexity of today's social ecosystems that connect everyone and everything, everywhere and all the time. Facing challenges at the intersection of business models, technical developments, and human needs, modern enterprises must overcome the siloed thinking and isolated efforts of the past, and instead address their relationships to people holistically. In Intersection, Milan Guenther introduces a Strategic Design approach that aligns the overarching efforts of Branding, Enterprise Architecture, and Experience Design, and sets them on a common course to shape tomorrow’s enterprises.

This book gives designers, entrepreneurs, innovators, and leaders a model and a comprehensive vocabulary for tackling such deep-rooted challenges. The Enterprise Design framework cuts through the complexity of Strategic Design work, showing how to navigate key aspects and bridge diverging viewpoints. In 9 case studies, the author looks at the way companies like SAP, BBVA, IKEA, and Jeppesen (a Boeing Company) apply design thinking and practice to shape their enterprises. Moving from strategy to conceptual design and concrete results, Intersection shows what is relevant at which point, and what expertise to involve.


  • Executives and strategists looking to apply strategic design in their organizations, developing products, services, models, structures, and systems as part of a bigger whole, driving performance and competitiveness
  • Designers and architects working on design challenges that require expanding their view on the enterprise as a playing field, looking beyond particular domains, projects, or intended outcomes
  • Consultants and technologists being caught between the views, concerns, and interests of their clients and stakeholders, and looking to employ strategic design to generate a way to move forward
  • Entrepreneurs and visionaries faced with the challenge of creating their enterprise from scratch, making the right decisions with regard to all relevant concerns and making their vision tangible

Paperback, 462 Pages

Published: October 2012

Imprint: Morgan Kaufmann

ISBN: 978-0-12-388435-0


  • "Cookery books, these days, are all about design: white space, multiple typefaces, mysterious symbols in the margin and the occasional coloured page. Milan Guenther’s book seems to have adopted this style of design with obvious enthusiasm." - The Chartered Institute for IT, February 2013
    "To read Milan Guenther's book Intersection is to glimpes the future of design: holistic, collaborative, and networked. A rich presentation of a very rich subject."--Marty Neumeier, author of The Brand Gap and The Designful Company
    "I am impressed by the thoroughness and thoughfulness of this major piece of work. Intersection marks Milan Guenther as a major contributor to the Enterprise Engineering, Design, and Architecture body of knowledge."--John A. Zachman, inventor of the Zachman Framework
    "With this book, Milan Guenter achieved a comprehensive reframing of the Enterprise concept for the 21st century with Design as its primary driver. Intersection will become a beacon for many in the design, business, and technology communities."--Peter Bogaards, User Experience Designer


  • Introduction

    Part I: Thoughts on Strategic Design

    Chapter 1: The Relationship Challenge

    Chapter 2: Blurring Boundaries

    Chapter 3: The Design-Minded Enterprise

    Part II: The Enterprise Design Framework

    Chapter 4: Big Picture

    Chapter 5: Anatomy

    Chapter 6: Frames

    Chapter 7: Design Space

    Chapter 8: Rendering

    Part III: Design Approach

    Chapter 9: Design Process

    Chapter 10: Design Program



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