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 may come from the world of design.

Designers and design tools have a proven ability to advance innovation solutions from mystery, exploration and experimentation. However their tools are largely insulated within the design community.