Words have meaning. Words can be defined in many ways – and can be misinterpreted in just as many ways depending on the context in which they are used. Have you ever had a conversation about ‘design’ with a development team only to find half-way through the conversation that you are talking about the UI and the Customer, and they are talking about the design of the database structures, the code, or the technology stack?
Let’s consider for a moment how many large organisations are coming to the realisation that their size, legacy and ways of working have industrialised the ability to think and act creatively out of their businesses. They study start-ups and create innovation teams to try and emulate some of the practices they deploy to disrupt service, products and business sectors and they study agencies to understand how to create people and culture programs to engender better ways of working for their employees.
Over the years I’ve seen the approach to innovation vary in organisations. Where organisations are design-led an innovative approach is part of the cultural fabric or ethos of the organisation. This can be seen in organisations like Apple and Tesla. It can also be seen in many start-ups, where a founder, in pursuit of defining a vision sees obstacles as challenges to be solved and the perceived risk of large organisations as opportunities.