When business leaders look to generate revenue growth, design may not be the first thing that comes to mind. But design is no longer mostly about how something looks—increasingly, it’s becoming a dynamic problem-solving approach that can have great impact and increase shareholder value. Our research has found that design-led companies outperform their competitors by a considerable margin. “Design thinking is a methodology that we use to solve complex problems, and it’s a way of using systemic reasoning and intuition to explore ideal future states,” notes McKinsey partner Jennifer Kilian. However, the methodology may not be easy to implement, as it involves making fundamental changes to organizational culture and practices. This week, we discuss some starting points.
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