In today’s fast-evolving, complex, and uncertain business landscape, design, and innovation are no longer optional activities—they must be strategic imperatives. For organizations to thrive, business leaders need to understand that design is not just about crafting better products or improving customer experiences. It is a powerful tool to shape business strategy, enabling companies to address complex challenges and identify new growth opportunities.

To truly drive innovation, organizations must adopt a strategic approach that goes beyond surface-level design activities. Successful innovation requires more than a clear process; it demands investment in building key capabilities across teams. Teams need the skills to think creatively, collaborate effectively across disciplines, and the empathy to deeply understand the needs of both users and the business.

Innovation cannot be the responsibility of designers alone. Leaders must play an active role, bringing creative confidence to the table and fostering an environment that empowers their teams to take risks and explore new ideas. By embracing this mindset, leaders can bridge the gap between business strategy, user needs, and market expectations ensuring that design becomes a competitive advantage.

How central are innovation and design to your business’s success?

How is innovation integrated into and addressing your business and growth strategy?

Ultimately, it comes down to this simple question: How do you and your organization define innovation?