Manuel Sosa, an associate professor at INSEAD, wrote an interesting piece this week on the concept of design as an innovation catalyst for incumbent product companies.
Many firms developing new products or services carry out insighting, ideating, and iterating, so what sets design firms apart?
- Aligning process and organisational elements to encourage user-centricity when insighting
- Fostering the generation of many and distinct ideas during ideating, and
- Celebrating the creation of rapid and cheap prototypes during iterating.