"How do you generate profitable innovation? Business schools and
executive education programs have been hard at work for decades
churning out numbers-oriented, metric-measuring, linear-focused
executives who are much better at managing costs than managing
imagination. They're more comfortable teaching people with backgrounds
in engineering than anthropology, math than psychology... Yet
innovation by its very nature requires leaps of faith, attempts to do
what hasn't been tried before, and perhaps most important of all, an
understanding of consumer culture."
"So where should CEOs and middle managers go to learn how to turn
themselves and their companies into great innovators?"
You will not be much surprised with the answer. And that is the point
I want to draw for the discussion. Here's concluding remarks from the
"Smart execs now know this is a key to success in today's world. And
they're turning to design firms -- yes, design -- to learn the ropes "