More than a feeling: Ten design practices to deliver business value

Companies that design experiences which are adapted to the expectations of their clients benefit from an undisputed competitive advantage. To achieve this, Disney, Nike, Procter & Gamble and many other multinationals have used, over the past ten years, approaches inspired by Design Thinking. Successfully it appears, since the companies most invested in this approach have exceeded by 211% Standard & Poor’s 500 index! However, the authors of this article emphasize that Design Thinking cannot be reduced to a turnkey innovation method. It requires an in-depth organizational, managerial and cultural transformation before producing a positive return on investment. The article describes ten changes that enterprises must consider to create value through Design Thinking.