Corporate Strategy

Intel and Adidas

IN THIS CHAPTER, we introduce two very different methods of perspective-driven innovation happening at two vastly different companies. At Intel, Genevieve Bell, the most powerful and influential social scientist in the industry, is leading a revolution from within. Through her determined efforts, Intel is making a radical shift, moving away from the engineering-focused innovation of computing toward user experiences. Bell must use every tool in her human-sciences arsenal—from ethnography to phenomenology to pattern recognition—to articulate this new perspective both inside and outside the company. And while Bell’s vision is shaping the future of Intel, her journey also exemplifies the obstacles inherent ...

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