ABSTRACT
A good business idea is important in getting the innovation process going, but it’s design that brings it into reality. Design is the process of shaping an idea into an actual artifact. Innovation is the extended process of providing the artifact to a larger audience. It is true that a lot of design takes place in the research and development departments of companies, but it’s time for more managers outside the lab to engage in the design process as well. Good design speeds up the innovation process. Innovation covers the entire process of bringing an idea to market, whereas design encompasses the iterative component of shaping the idea into a finished product or service. Companies such as Procter & Gamble and Microsoft are also embracing this approach, but any company can utilize design principles through their ranks if they employ the following elements of design thinking offered by IDEO CEO Tim Brown.
