Companies are human organisations made up of individuals working together for a common purpose. When this common purpose aligns with an individual's search for meaning, it can unleash a kind of human magic that results in excellent performance.
– Hubert Joly
How to generate innovation that is meaningful for people and the planet by designing products, services and business models that are sustainable, responsible and profitable?
We structured an innovation process through design in three areas: sense (outlining horizons), change (charting paths) and make (designing futures), selecting a set of tools to design meaningful innovations in complexity.
Sense, change and make constitute the space in which the process develops, moving along the vector of innovation.
From Purpose to Desirable Futures: building of the Innovation's vector in the 'Innovation by Design' framework.
Illustrations from the book "Futures by Design" published by Guerini Next.
The innovation vector represents the path that innovation through design produces over time, in its ambidextrous iteration between sense and make, producing change driven by purpose towards desirable futures.
Tracing the vector of innovation means linking the starting point, the why, represented by the purpose, to the end point, the what, whose last element are the desirable futures.
In the journey between why and what, it is also necessary to understand how, meaning the value framework in which the organisation recognises itself and which influences its decisions, and how much, meaning the metrics that allow us to measure and evaluate progress along the way.
Sense, change and make together form the toolbox with which designers shape problems and design solutions that improve the quality of life for people and the planet while generating value for the companies that implement them.
Discover our tools developed to explore current and future opportunities, needs and challenges, chart paths of change motivated by a common purpose, shape ideas and design sustainable, responsible and profitable value propositions.