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...
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.