Design Thinking: Beyond Good Design

Leading companies are integrating design thinking techniques into their innovation strategies to expand their insights and help executives envision a new range of possibilities.
Leading companies are integrating design thinking techniques into their innovation strategies to expand their insights and help executives envision a new range of possibilities.

Many organizations are embracing design thinking, but treating it as a magical elixir will not solve all of their innovation woes. Instead, leaders are assembling design-focused teams with a diverse range of skills in the pursuit of industry-changing breakthroughs.

In CMO Today on the Wall Street Journal, Larry Keeley shares examples of design-fueled products and services, and what the most effective design thinking teams are doing to achieve breakthroughs sooner.


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