One of the books that I read over the summer break was “Are we there yet? Insights on How to Lead by Design” by Sam Bucolo.
For the first few years of Sam’s career, he worked as a design consultant. As he gained more design and problem solving experience, he came to realise that he was often getting the wrong brief from his clients.
Sam found that while companies could conceptualise new products or services, the sticking point was aligning this conceptualisation to their business models, which meant that time, and time again, projects significantly fell below expectation or failed completely.
These experiences led Sam to specialise in Design Led Innovation.
There are three elements of Design Led Innovation:
- Customer value: This is the starting point, and is about being clear on who the customer is, and the problem that the business is solving for them.
- Management Mindset: The correct mindset to create a strategy which has been built around new insights about the customer.
- Strategic alignment: Ensuring that all business processes and systems are aligned with the customer’s problem.