Nobody doubts that design can be powerful. But while words and phrases like ‘design thinking,’ ‘agile’ and ‘lean’ may be officially welcome in the boardrooms of Deloitte, Accenture, PWc, McKinsey and similar firms, I believe that the full potential of design has been neglected and these terms misappropriated.
The latest Innovation Leaders research shows that there is an increasing number of high-growth companies that are prepared to take greater risk and make big bets. Rather than focus just on incremental growth, they are being bolder and are seeking to develop more radical innovation opportunities. Despite requiring significant investment and offering no guarantee of success this approach has been transformational for some. Where and why is this happening and what has changed that has made this approach more common?