Manuel Sosa, Associate Professor of Technology and Operations Management
Developing Innovation Catalysts. Becoming a ‘catalyst of innovation’ in your organisation requires mastering three fundamental creative skills. You need to uncover innovation opportunities by looking at problems and situations with a user-centric mindset; you need to think differently to search for novel alternatives to your existing solution paths; and you need to embrace an experimental attitude to iteratively discover what is truly useful, feasible and viable. Such skills are at the heart of good design, and they can actually be learned and honed.
Design is a transformational force that helps organisations build innovative products, services and experiences that connect and resonate with customers. This enables meaningful and emotional differentiation in the eyes of consumers. Not surprisingly, design has become increasingly important in business circles, and organisations are increasingly trying to understand and master the competitive advantage that design can offer. Building upon our 10-year partnership with ArtCenter College of Design in California – one of the most influential design schools in the world – INSEAD has developed a unique programme to help business leaders integrate design thinking with their business thinking for successful innovating: Innovation by Design.