Business Innovation Insights (Collection), 2/e

Part II Conclusion

“I called my latest album 26 Letters, 12 Notes,” musician Dave Mason explained, “because that’s all we’re ever going to have—those 26 letters in the alphabet and 12 musical notes—at least in the Western world. But no one is suggesting that there aren’t great books waiting to be written and great songs yet to be played.” The process of design and innovation, too, is about capturing the imagination of your audience, many times using the same building blocks as other players.

Crafting a design strategy doesn’t mean that the road ahead will be easy. Chances are, the competition sees the same gaps in the market and is eyeing the same prize. Furthermore, the need for a “win” rarely coincides with large budgets, generous timelines, ...