Innovation, Growth, and Getting to Where You Want to Go is a 2007 article from two IDEO designers published in the Design Management Review.
It is a great, short read on how design-thinking methods can help a business to break out of incremental thinking and towards new, breakthrough value propositions. It is aimed particularly at management.
Design thinking is a crucial business asset—one that can, indeed, move a company forward and improve the bottom line. To optimize this impact, Ryan Jacoby and Diego Rodriguez advise thoughtfully structuring the innovation process. They stress working on projects that improve people’s lives, and they present a “ways to grow” model that helps managers direct and assess innovation efforts.