The “design oriented innovation” approach impacts innovative organizations in many ways. Design by definition refers to the process of creating new artefacts, processes, organizations and even the act of creative activity is included in the typical definition. It does however play an important role in the process of innovation. In actual fact the role changes as we move from creativity to invention, and from invention to innovation and onto implementation and improvement.
There is a part of the design process that requires a deliberate act of experimentation. Experimentation allows the team involved in solving an innovation problem to focus on key hypotheses and determine the accuracy of assumptions. The act of design on the other hand, allows the designers that are managed by the process of design to execute on their creative genius.
My work on Design Influence has revealed some interesting results. Innovative behavior is often directed by the ability to influence dominant designs implemented in the business. If a team has no influence over outcomes; why should they contribute or participate in any innovation campaign? Look at P&G’s latest drive using design thinking. The concept is being used to break down barriers of the silo’d and often fragmented businesses that need to make sense of their innovation energy.