Design Thinking as a Strategy for Innovation - Creativity at Work (2023)

  • 1 Distinctions Between Design and Design Thinking
  • 2 What is the driving force behind design thinking?
  • 3 Creativity at Work Design Innovation Protocol
  • 4 A Framework for Design Thinking
  • 5 Implementing design thinking
  • 6 Stanford’s Design Thinking Model
  • 7 Scaling Design Thinking
  • 8 SAP has identified four critical success factors when implementing design thinking:
  • 9 References

Design-led companies such as Apple, Pepsi, Procter & Gamble and SAP have outperformed the S&P 500 by an extraordinary 211%. This article highlights the distinctions between design and design thinking and how the latter, if executed properly and strategically, can impact business outcomes and result in real competitive advantages.

Design Thinking as a Strategy for Innovation - Creativity at Work (1)

When design principles are applied to strategy and innovation, the success rate for innovation dramatically improves. Design-led companies such as Apple, Pepsi, IBM, Nike, Procter & Gamble, and SAP have outperformed the S&P 500 over a 10-year period by an extraordinary 211% according to the 2015 Design Value Index created by the Design Management Institute and Motiv Strategies.1

Great design has that “wow” factor that makes products more desirable and services more appealing to users.

Designing is more than creating products and services; it can be applied to systems, procedures, protocols, and customer experiences.

Design is transforming the way leading companies create value. The focus of innovation has shifted from being engineering-driven to design-driven, from product-centric to customer-centric, and from marketing-focused to user-experience-focused. For an increasing number of CEOs, design thinking is at the core of effective strategy development and organisational change.

Roger Martin, former Dean of Rotman School and author of The Design of Business, asserts, “Design-thinking firms stand apart in their willingness to engage in the task of continuously redesigning their business… to create advances in both innovation and efficiency – the combination that produces the most powerful competitive edge.”2

You can design the way you lead, manage, create and innovate. Moura Quayle, the author of Designed Leadership, says, “Great leaders aspire to manage ‘by design’, with a sense of purpose and foresight. Lessons learned from the world of design when applied to management, can turn leaders into collaborative, creative, deliberate, and accountable visionaries.”3

Despite what critics say, design thinking is not a fad (although if not managed well, it can result in failure). Consulting firms such as McKinsey, Accenture, PwC, and Deloitte have acquired design consultancies: evidence of design’s increasing influence on business. Jeanne M. Liedtka, Strategy Professor at Darden School UVA and design thinking educator, views design thinking as a “social technology which has the potential to do for innovation exactly what TQM did for manufacturing: unleash people’s full creative energies, win their commitment, and radically improve processes”.4

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Distinctions Between Design and Design Thinking

Steve Jobs famously said, “Most people make the mistake of thinking design is what it looks like. People think it’s this veneer – that the designers are handed this box and told, ‘Make it look good!’ That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works.”5

Tim Brown, CEO of IDEO, the design company that popularised the term design thinking, says “Design thinking can be described as a discipline that uses the designer’s sensibility and methods to match people’s needs with what is technologically feasible and what a viable business strategy can convert into customer value and market opportunity.”6

Thinking like a designer brings together what is desirable from a human point of view with what is technologically feasible and economically viable. It also allows people who aren’t trained as designers to use creative tools to address a vast range of challenges.

Design thinking draws on logic, imagination, intuition and systemic reasoning to explore the possibilities of what could be and to create desired outcomes that benefit the end user (the customer).

A design mindset is not problem-focused, it’s solution-focused and action-oriented. It involves both analysis and imagination.

Design thinking is linked to creating an improved future and seeks to build ideas up – unlike critical thinking, which breaks them down. Problem-solving is making something go away. Creating is bringing something into being. Design thinking informs human-centred innovation and begins with developing an understanding of customers’ or users’ unmet or unarticulated needs. The purpose of design, ultimately, in my view, is to improve the quality of life for people and the planet.

What is the driving force behind design thinking?

The biggest driving force is the accelerated rate of change in business and society caused by advances in technology. As companies become more software-driven, and the rate of change increases, so does complexity.

Most companies are optimised to execute and solve a stated problem. Creativity is about finding the problem worth solving. An absence of a scalable creative framework encourages incremental innovation in lieu of disruptive innovation. As companies strive for disruptive innovation, they must find ways to inject and scale creativity across their organisations.

Digital transformation is about the accelerated disruption of business models and requires a mind-set shift from problem solving to problem finding. CEOs need to be visionary leaders: from establishing an internal culture that encourages ideation, creation, and iteration, to building strategic partnerships to create new value propositions.7 – Sam Yen, Chief Design Officer and Dr. Chakib Bouhdary, Digital Transformation Officer, at SAP

Design thinking is our best tool for sense-making, meaning making, simplifying processes, and improving customer experiences. Additionally, design thinking minimises risk, reduces costs, improves speed, and energises employees. Design thinking provides leaders with a framework for addressing complex human-centred challenges and making the best possible decisions concerning:

(Video) Creativity In The Workplace - What You Should Know

• Redefining value
• Re-inventing business models
• Shifting markets and behaviours
• Organisational culture change
• Complex societal challenges such as health, education, food, water and climate change
• Problems affecting diverse stakeholders and multiple systems

Design thinking succeeds when it finds ideal solutions based on the real needs of real people. In a recent Harvard Business Review article on the evolution of design thinking, Jon Kolko8 noted,

People need their interactions with technologies and other complex systems to be simple, intuitive, and pleasurable.When done well, human-centred design enhances the user experience at every touch point and fuels the creation of products and services that deeply resonate with customers.Design is empathic, and thus implicitly drives a more thoughtful, human approach to business.

Design thinking informs human-centred innovation. It begins with developing an understanding of customers’ or users’ unmet or unarticulated needs. “The most secure source of new ideas that have true competitive advantage, and hence, higher margins, is customers’ unarticulated needs,”says Jeanne Liedtka (Batten Briefings, 20149), “Customer intimacy – a deep knowledge of customers and their problems – helps to uncover those needs.”

Design thinking minimises the uncertainty and risk of innovation by engaging customers or users through a series of prototypes to learn, test, and refine concepts. Design thinkers rely on customer insights gained from real-world experiments, not just historical data or market research. McKinsey reports the best results come from constantly blending user research –quantitative (such as conjoint analysis) and qualitative (such as ethnographic interviews) with market-analytics.

Creativity at Work Design Innovation Protocol

Design Thinking as a Strategy for Innovation - Creativity at Work (2)

This framework integrates classic creative problem-solving (CPS)2with art and design methodologies.

A Framework for Design Thinking

When you are facing uncertainty, it’s essential to have a structured thinking process to guide your journey. Design thinking offers a structured framework for understanding complexity and pursuing innovation, which I see as being part scientific inquiry and part art. Jeanne Liedtka notes that a new business concept derived from observing customers is actually a hypothesis – a well-informed guess about what customers desire and what they will value. Rapid prototyping provides the means to place small bets on a hypothesis and test it out before investing in expensive resources.

Design thinking is also like jazz. The structure offers a basic melody from which you can improvise, but like any art-form, you need to master the basics first. Kaaren Hanson, head of Design Strategy at Intuit explains, “Anytime you’re trying to change people’s behaviour, you need to start them off with a lot of structure so they don’t have to think. A lot of what we do is habit, and it’s hard to change those habits. So, by having very clear guard rails, we help people to change their habits. And then once they’ve done it 20 or 30 times, then they can start to play jazz as opposed to learning how to play scales.”10

(Video) Forging new business strategies - from creativity to innovation through design (thinking)

The framework I designed for Creativity at Work (see the diagram above) integrates design thinking principles with classic creative problem-solving (Osborne-Parnes, 1953).11Creativity is central to design, so I include artistic processes to find aesthetic ways of knowing to stimulate the imagination and assist in sense-making and meaning-making.

The design thinking is an iterative non-linear cycle which involves developing a deep understanding of customers’ or users’ unmet needs within the context of a particular situation, making sense of data and discovering insights, questioning assumptions, exploring different perspectives, reframing problems into opportunities, generating creative ideas, critiquing and choosing ideas, testing through prototyping and experimentation, refining solutions, and finally implementing your innovation.

Implementing design thinking

Design Thinking is a journey of learning and discovery. It’s also a way of being. If you are strategising, you are designing.

  • Start at the beginning. Learn how to be a design thinker/doer from a seasoned practitioner.Look for ways to add quality/value to your offerings.
  • Build your creative confidence by conducting low-risk experiments, such as designing a meeting with your team. Ask questions which you don’t have answers for.
  • Learn how to coach and facilitate for creativity, co-creation and collaboration. This is crucial for creating a safe space for conceptual risk-taking.
  • Stay focused on the users’ experience.
  • Help teams unlock provocative insights, reframe existing problems, and generate ideas in response to your research.
  • Encourage multiple perspectives. Reframe constraints into opportunities and check assumptions.

Stanford’s Design Thinking Model

Design Thinking as a Strategy for Innovation - Creativity at Work (3)

The five practices that enable innovation include: (1) the development of a deep empathic understanding of user needs and context; (2) the formation of heterogeneous teams; (3) dialogue-based conversations; (4) the generation of multiple solutions winnowed through experimentation; and (5) the use of a structured and facilitated process.12

Scaling Design Thinking

SAP, P&G, IBM, and Cisco are integrating design and design thinking throughout the organisation, by creating their own frameworks, educating employees at all levels, hiring professional designers and design researchers, as well as acquiring design companies in order to operate at scale.

Cisco was the first company to launch non-tech HR hackathon in 2016. They used design thinking to “break” and then re-imagine HR solutions for 71,000 global Cisco employees. The “Breakathon” gave birth to 105 new HR solutions covering talent acquisition, new hire on-boarding, learning and development, team development, and leadership.13

Charlie Hill, Chief Technology Officer of IBM Design, said “Our teams had a very engineering-centric culture, but in 2012, everything changed. We wanted to shift that culture towards a focus on users’ outcomes.”14 They made the pivot from standalone, siloed business units to a cloud-first and AI strategy. Karel Vredenburg, head of IBM Design said this enormous transformation wouldn’t have been possible without embedding design thinking into the company culture – and innovating on the methodology to make it uniquely their own.15

When Indra Nooyi was the Chairman and CEO of PepsiCo (2006–2018), she decided the company needed to rethink its innovation process and design experience. “It’s much more than packaging,” Nooyi told the Harvard Business Review. In 2012, she hired Mauro Porcini as Pepsi’s first-ever Chief Design Officer, placing design thinking at the core of business strategy and leadership. “Now, our teams are pushing design through the entire system, from product creation to packaging and labelling, to how a product looks on the shelf, to how consumers interact with it.”

During his tenure as CEO of Steelcase, Jim Hackett pioneered the team-oriented, open workspaces (with the help of anthropologists, sociologists and tech) and transformed the furniture company into a leader of the revolution in the way we work.16 Now, he is tasked with transforming Ford by design, in his role as CEO.

(Video) #10 - Design thinking as a Strategy for Innovation with Mr. Zulqarnain Ansari

SAP describes its design thinking journey as one that develops from a set of tools, to a methodology, to a mind-set, and until finally becomes a culture.

SAP has identified four critical success factors when implementing design thinking:

1. Leadership: Link design thinking initiatives to your strategic goals.Provide direction, resources, and commitment.

2. People: Enable champions to lead the change through successful lighthouse projects. Build up an internal design thinking community where best practices are shared.

3. Process: Use the generic design thinking framework, but evolve the method and tools so they support your company’s objectives.

4. Environment: Develop and create collaborative workspaces for your workforce. Use to co-innovate with your customers and partners.

Design thinking works because it is a collaborative co-creative process grounded in engagement, dialogue, and learning. When you involve customers and/or stakeholders in the process of defining the problem and in developing solutions, you have a much better chance of gaining commitment for change, and getting buy-in for your innovation.

Develop creativity and innovation skills in your workplace

Discover how the interplay of art, design, and technology can help you solve problems and inspire creative solutions desired by your customers.

  • Creativity, Innovation, and Leadership Skills Development

  • Whole-Brain Creativity Problem Solving

  • Creativity and Innovation Training for Teams

This article was updated June 10, 2019, and published in The European Business Review May – June 2019


1. The Design Management Institute DMI Value Index 2015, retrieved from
2. Martin, R. (2009) The Design of Business, Harvard Business School Press.
3. Quayle, M. (2017) Designed Leadership. Columbia University Press
4. Liedtka, J. (2018, Sept-Oct) Why Design Thinking Works, Harvard Business Review
5. Walker, R. (2003, Nov 30) The Guts of a New Machine. New York Times Retrieved
6. Brown. T. (2008) Design Thinking Thoughts: Definitions of Design Thinking retrieved from
7. SAP (2016) Design Thinking and Digital Transformation. Retrieved from 10-82c7-eda71af511fa.html
8. Kolko, J. (2015, Sep) The Evolution of Design Thinking. Harvard Business Review
9. Liedtka, J.(2014) Batten Briefing: Understanding the Power of Design Thinking. Retrieved from -121814-issuu
10. Liedtka, J. et al (2013) Solving Problems with Design Thinking: Ten Stories of What Works. Columbia University Press
11. Osborn, A. (1953/2001) Applied Imagination: Principles and Procedures of Creative Problem Solving. Creative Education Foundation Press.
12. Liedtka, J. (2017) Evaluating the Impact of Design Thinking in Action. Vol. 2017. No. 1. Academy of Management
13. Meister, J. Cisco (2016, Mar 10) HR Breakathon: Reimagining The Employee Experience. Forbes. Retrieved 6866c535f5ee
14. Stinson, L. (2016, Jan 21) IBM’s Got a Plan to Bring Design Thinking to Big Business. Wired. Retrieved from -business/
15. Balmaekers, H.(2017, Oct 6) How Innovating On Design Thinking Itself Drives IBM’s Transformation Journey. Techvibes. Retrieved
16. Useem, J. (2019, March) Why Ford Hired a Furniture Maker as CEO. The Atlantic. Retrieved from
• Cross, N. (2007) Designerly Ways of Knowing. Springer.
• Nelson, H.G. and Stolterman, E. (2012) The Design Way, Second Edition Intentional Change in an Unpredictable World. MIT Press.
• Jaw-Madson, K. (2018) Culture Your Culture: Innovating Experiences @Work. Emerald Publishing Limited

Squiggle Illustration adapted from designer Damien Newman

(Video) The Explainer: What Is Design Thinking?

See also:How Design Thinking Adds Value to Innovation


How is design thinking a strategy for innovation? ›

Design thinking minimises the uncertainty and risk of innovation by engaging customers or users through a series of prototypes to learn, test, and re ne concepts. Design thinkers rely on customer insights gained from real-world experiments, not just historical data or market research.

Does design thinking refers to creative strategies in innovation? ›

Design thinking is an iterative process in which you seek to understand your users, challenge assumptions, redefine problems and create innovative solutions which you can prototype and test.

What is design thinking short answer? ›

Design thinking is a process for solving problems by prioritizing the consumer's needs above all else. It relies on observing, with empathy, how people interact with their environments, and employs an iterative, hands-on approach to creating innovative solutions.

How design thinking helps in innovation 10 points? ›

Design Thinking is a strategy for creative problem solving by prioritizing customers' requirements above everything else. It helps to engage a person in several opportunities like experimenting and creating a prototype model, gathering feedback from customers and redesigning the product using innovative solutions.

What is the key strategy of design thinking? ›

The design thinking is an iterative non-linear cycle which involves developing a deep understanding of customers' or users' unmet needs within the context of a particular situation, making sense of data and discovering insights, questioning assumptions, exploring different perspectives, reframing problems into ...

Do you think design thinking helps in bringing innovation and creativity in business? ›

Design Thinking allows us to adopt a human-centred perspective in creating innovative solutions while also integrating logic and research. In order to embrace Design Thinking and innovation, we need to ensure that we have the right mindsets, collaborative teams, and conducive environments.

Why is creativity important in design thinking? ›

Creativity is important in design because it allows us to come up with new and innovative ideas. It can help us create more appealing products, and it can also help us find solutions to problems that we may not be able to solve with traditional design methods.

Why is creativity and innovative thinking important? ›

Creativity allows us to view and solve problems more openly and with innovation. Creativity opens the mind. A society that has lost touch with its creative side is an imprisoned society, in that generations of people may be closed minded. It broadens our perspectives and can help us overcome prejudices.

What is the most important focus of design thinking? ›

Design thinking is a solution-based framework, so the focus is on coming up with as many ideas and potential solutions as possible. Ideation is both a core design thinking principle and a step in the design thinking process.

What is the value of design thinking? ›

Design thinking provides a simple way to hone in on exactly what the problems are—often discovering a different way of thinking about them—while also providing insights and data that are critical to building appropriate solutions that make a business money.

What are the 3 most important elements of design thinking? ›

There are five key elements of the Design Thinking process:
  • Human-centered. If you don't understand the person who will be using the thing you're trying to create, it simply won't work. ...
  • Creative and playful. ...
  • Iterative. ...
  • Collaborative. ...
  • Prototype driven.
2 Nov 2020

What are the 5 stages of the design thinking process? ›

The short form of the design thinking process can be articulated in five steps or phases: empathize, define, ideate, prototype and test. Let's briefly explore each of these phases in relation to a practical design process.

What is design thinking skills? ›

Design thinking is a non-linear, iterative process that teams use to understand users, challenge assumptions, redefine problems and create innovative solutions to prototype and test. Involving five phases—Empathize, Define, Ideate, Prototype and Test—it is most useful to tackle problems that are ill-defined or unknown.

What is design thinking process? ›

Design thinking is an iterative, non-linear process which focuses on a collaboration between designers and users. It brings innovative solutions to life based on how real users think, feel and behave. This human-centered design process consists of five core stages Empathize, Define, Ideate, Prototype and Test.

How is design thinking used in everyday life? ›

However, design thinking can also be used to solve personal problems, and to design and build your future.
Steps to Follow to Apply Design Thinking to Design Your Career
  1. Keep a Good Time Journal. ...
  2. Track Your Energy. ...
  3. Create Three Odyssey Plans. ...
  4. Define Your Problem. ...
  5. Ideate. ...
  6. Prototype and Test.

Why design strategy is important? ›

Applying Strategic Thinking to a Design Strategy

It's important for designers to develop a tactical thinking approach to working with internal stakeholders. By doing so, the designer gains a better understanding of business objectives, user goals, and is able to translate these needs into meaningful design solutions.

Is design thinking a strategy? ›

The term “Design Thinking” has been described as a strategy, an approach, a methodology and a mindset. When people use Design Thinking in business, it means quite simply: applying the principles of problem solving most commonly associated with the design of products and services, to solve complex business challenges.

What is the purpose of a design strategy? ›

Design strategy refers to an integrated planning process that examines the relationships between how design and business may complement one another. Simply put, the goal is to merge the business objective with creative solutions that moves beyond just aesthetics.

What is the importance of design innovation and improvement? ›

Design tools and processes can generate innovative new ideas, improve business performance and help growth. Businesses do not always require a creative element to be successful.

How does design thinking help in bringing innovation in a business environment? ›

Design thinking provides a structured process that helps innovators break free of counterproductive tendencies that thwart innovation. Like TQM, it is a social technology that blends practical tools with insights into human nature.

What are 3 reasons why creativity is important? ›

Contents show
  • 1 Creativity Allows Us to Express Our Feelings.
  • 2 Creativity Helps You Solve Problems.
  • 3 Creativity Makes You Happier and More Content.
  • 4 Creativity Helps Survive in Troubled Times.
  • 5 Creativity Boosts Your Self-Confidence.
  • 6 Creativity Can Help You Live Longer.
  • 7 Creativity Can Improve Your Brain.
20 Dec 2021

Why is creativity important for success? ›

Yet creativity is a key skill in business – it enables alternative ways of thinking that lead to innovation, and creates new avenues to success. Creativity has now gone from a luxury, to a 21st century survival skill.

Why and how creative thinking is important in a work place? ›

Participating in the creative process empowers workers, regardless of their department or role. By promoting creativity, failure becomes less likely. People need the freedom to fail if they are going to foster a creative environment. Creative environments that fear failure are crippled and hamstring the flow of ideas.

What is creative thinking in the workplace? ›

Creative thinking might mean devising new ways to carry out tasks, solve problems, and meet challenges. It means bringing a fresh, and sometimes unorthodox, perspective to your work. This way of thinking can help departments and organizations be more productive.

Why is it called design thinking? ›

Design thinking is created not only because Tim Brown coined the word that became a buzzword. There's a logical reason to it. Design thinking is created because big corporation lack the ability to be creative and on extreme cases, aren't able to create new products and services that meet unmet needs of their customers.

What is the 4 step design thinking process? ›

In the online course Design Thinking and Innovation, Harvard Business School Dean Srikant Datar leverages a four-stage framework: clarify, ideate, develop, and implement.

What are the types of design thinking? ›

The Five Phases of Design Thinking
  • Phase 1: Empathise. Empathy provides the critical starting point for Design Thinking. ...
  • Phase 2: Define. The second stage in the Design Thinking process is dedicated to defining the problem. ...
  • Phase 3: Ideate. ...
  • Phase 4: Prototype. ...
  • Phase 5: Test. ...
  • Empathise. ...
  • Define. ...
  • Ideate.
6 Dec 2022

How do you apply design thinking at work? ›

4 Steps to Implementing Design Thinking at Your Organization
  1. Empathizing: Understand your users and their needs.
  2. Defining: Analyze and identify issues to be solved.
  3. Ideating: Create and share ideas — even the off-the-wall ones.
  4. Prototyping: Draw up solutions.
  5. Testing: Just as it says, go forth and test your solutions.
8 Jan 2020

What are the characteristics of design thinking? ›

Some of the essential characteristics of design thinking include empathy, collaboration, questioning, creativity, exploration, experimentation, and continuous improvement.

What are the 4 pillars of design thinking? ›

Let us recall the four pillars of Design Thinking: Understand by asking people; Explore by finding patterns; Prototype by making tangible; Evaluate by always iterating.

What are the 5 D's of design thinking? ›

The 5 D's are Discovery, Design, Development, Delivery and Debrief. Anderson introduced the concept and discussed the first two D's in her first installment.

How do you answer innovation and creativity? ›

Example: "I'm best at coming up with ideas that solve an immediate problem and can make a process more efficient. Creating ideas that bring fast results and don't require a lot of steps is where I feel the most innovative. I'm also great at coming up with ideas on how to solve technical computer errors."

What is an example of creativity and innovation? ›

The invention of the motorcycle make them realize that they can also ride bikes without making any extra efforts, they just have to click the switch and its starts automatically. In this example, the thought of creation of a new traveling motorcycle is creativity, but the actual invention of it is innovation.

What is design strategy and innovation? ›

Strategic design applies design principles and methods to the systemic challenges of business and social innovation. Strategic design assists in framing problems, identifying opportunities, applying methods, and developing solutions that improve the overall performance of companies and non-profit organizations.

What role does design thinking play in shaping the innovation culture? ›

Design thinking boosts creativity

Rooted in brainstorming and ideation, design thinking asks users to put their most creative foot forward when problem-solving. Innovative brainstorming techniques, such as role-playing can be applied to better understand end-users needs.

What are the 4 innovation strategies? ›

Innovation strategies can be classed as proactive, active, reactive and passive (Dodgson et al.

How do you use design thinking at work? ›

4 Steps to Implementing Design Thinking at Your Organization
  1. Empathizing: Understand your users and their needs.
  2. Defining: Analyze and identify issues to be solved.
  3. Ideating: Create and share ideas — even the off-the-wall ones.
  4. Prototyping: Draw up solutions.
  5. Testing: Just as it says, go forth and test your solutions.
8 Jan 2020

What are the three 3 strategies in innovation? ›

Often, innovating involves approaching an existing idea or product from a new perspective with the goal of improving it. Although experts hardly agree on a definitive set of innovation types, there are generally three categories: product, process, and business model innovation.

Why is design thinking important? ›

Design thinking is an extension of innovation that allows you to design solutions for end users with a single problem statement in mind. It not only imparts valuable skills but can help advance your career. It's also a collaborative endeavor that can only be mastered through practice with peers.

What are the most important roles played in design thinking? ›

5 Skills Needed For The Design Thinking Process

The most important skills are creativity, problem-solving, and critical thinking. You also need to work collaboratively and communicate effectively.

What are the key elements of innovation in design thinking? ›

The Four Key Elements of Innovation: Collaboration, Ideation, Implementation and Value Creation.

What are some innovative strategies? ›

12 types of strategies for innovation
  • Incremental innovation. Incremental innovation entails gradually developing concepts, products, or services in an existing market. ...
  • Disruptive innovation. ...
  • Sustaining innovation. ...
  • Radical innovation. ...
  • Product innovation. ...
  • Service innovation. ...
  • Process innovation. ...
  • Technological innovation.
7 Dec 2021

What are some key strategies for innovation? ›

An effective innovation strategy can:
  • Clarify priorities and goals. An innovation strategy outlines the goals of the organization's innovation activities and helps focus efforts on reaching those goals.
  • Foster alignment. ...
  • Keep a business from resting on its laurels. ...
  • Help a business achieve long-term success.
14 Jan 2021

What are the 5 strategies? ›

Mintzberg developed his 5 Ps of Strategy as five different definitions of (or approaches to) developing strategy. He first wrote about the 5 Ps of Strategy in 1987. Each of the 5 Ps is a different approach to strategy. They are Plan, Ploy, Pattern, Position, and Perspective.


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