Tim Brown, CEO of IDEO has said; “There are only two potential futures for any organization: either you innovate and grow, or you get commoditized and ultimately die." He (correctly) goes on to talk about how design should be thought of as a discipline that solves problems, not merely a creative exercise to make cool looking stuff.
In my 20+ years of experience in marketing/communications/technology I have come to believe that the best innovation more often results from great design thinking than it does great business thinking or technological developments. In fact, much of today's technological advances were sparked by design thinking. Designers help change the conversations taking place among a company's marketers, inventors and strategists.
Today's best designers have trained their minds to focus on designing experiences, not just products. Therefore, they are starting to think more like engineers and architects than "art school" grads. And, we're all the beneficiaries of this approach.
So next time you see a "cool design" think deeper and assess what you might really be looking at. Perhaps you are witness to real innovation.
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