Innovate Faster by Melding Design and Strategy

If they’re to do their job most effectively, designers should be brought into the innovation process at the very earliest stages. Too many companies still make the mistake of keeping business strategy and design activities separate. Typically, marketers conceptualize a new product based on company strategy; the project team gets input from various areas of the company and creates a business case; and senior executives make a final choice from among the possibilities they’re given. Only then does the idea go to the designers.

Read the rest of the story, Forethought Innovation by Ravi Chhatpar, at The Harvard Business Review. You must accept their terms (click "I accept").