Creativity that goes deep [Business Week]

Firms everywhere want to revolutionize themselves by turning design-oriented.

Unfortunately, it’s not as simple as hiring a chief design officer and declaring design as your top corporate priority. To generate meaningful benefits from design, corporations will have to change in fundamental ways before they can operate like the design consultancies who advise them on how to sharpen their design focus. To get the benefit of design, companies have to embed design into — not append it onto — their business.

[By Roger L. Martin, Dean of Rotman School of Management]

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