Design in Business: It’s Not About Creating Something Pretty. It’s About Creating Value.

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Design in business:It’s not about creating something pretty. It’s about creating value.

Innovation by design


Business design allows companies to augment traditional problem-solving approaches with principles of design thinking to drive innovation. It provides a new way of looking at challenges, solving problems and understanding those they serve.

Managers rank creative thinking and experimentation – critical elements of business design – among the most important skills for their roles in the next five years.


Business Design has proved to be a sound investment – one that has a direct bearing on an organization’s financial returns.

The numbers look good

Design-led companies outperformed companies in the S&P Index by 219% over the past 10 years.

Design-alert businesses achieve a 125% return on design-related investments.

A new competitive advantage

Business design is a clear enabler of high performance. It encourages and enables companies to conduct iterative experiments, based on data, to develop better answers to business problems, wherever they might exist in the organization.


92% of executives recognize their organizations must be faster, more networked and more collaborative.

High-performing organizations achieve 30-50% more change at a faster pace.


1Identify problems that matter most.

Explore business design opportunities that address value leakage and organizational distress.

Mastering business designTo take advantage of what business design has to offer, leaders should:


2Create a team of creative catalysts.

“Make and buy” the capabilities needed to seize opportunities and seed creative thinking.



3Champion a new way of working across the organization.

Select leaders who embrace creative problem solving and are user-obsessed, collaborative and intuitive. Embed change with new organizational models, design-friendly workspaces, tools and competencies.



4Foster a culture of speed and experimentation.

Start small, with incremental improvements. Designate iterative experimentation as a KPI.


One of the greatest advantages of business design is its wide applicability – from enabling fast product and service launches to

enhancing employee experiences and back-office processes.


What are you waiting for?

LEARN MOREabout how design thinking can speed innovation

across your business with our full report:


Design in business: It’s not about creating something pretty.

It’s about creating value.

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Design in Business: It’s Not About Creating Something Pretty. It’s About Creating Value.

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