IBM Studio Playbook

For more than a half-century, IBM’s work has been driven by two guiding principles: Design Thinking and Agile. In 2012 the company launched a series of global marketing labs to share its unique vision of collaboration and innovation with the world. But it faced a problem: How to market its labs to clients? For six months I led an intra-agency effort to conceive, design and write the IBM Marketing Labs Playbook, a 60-page, client-facing document to be shared around the globe that celebrated IBM's unique approach to Design Thinking.