Design empowered innovation - How "design thinking" can enrich marketing and business innovation

Innovation is too often merely a rearrangement of an existing offer. Designers and design tools have a proven ability to advance solutions from mystery, exploration and experimentation.

Design empowered innovation - How “design thinking” can enrich marketing and business innovation

David Stocks, Ben Wood and Mark Whiting Added Value, France

INTRODUCTION

The incremental innovation trap

Innovation is becoming the key driver of competitiveness in the global economy. Too often this innovation merely represents a rearrangement of an existing offering, and very often completely fails altogether.

Seven out of 10 senior executives name innovation as top priority for growth (BCG)

Ninety-six percent of all new projects fail to meet or beat targets for ROI (Doblin Group)

The answer to this massive wasted investment...

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