Table of Contents
Table of Contents

Innovation

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When you take into account the current churn rate—about half of S&P 500 companies will be replaced over the next ten years by digitally native companies and other upstarts capitalizing on disruptive new technologies like automation and artificial intelligence [2]—innovation and the need for reinvention are an existential necessity.

Building on the importance of creativity in driving innovation is early evidence that design-driven companies—companies that exhibit creative problem solving at scale and put customers at the center—outperform the market. [3] In an index created by the Design Management Institute, companies with a strategic-level commitment to design outperformed the market by an impressive 211% over roughly a decade from 2005 to 2015.
The design value index: a graph showcases how design-driven companies such as Apple, Nike, and Ford outperform the market. The design value index: a graph showcases how design-driven companies such as Apple, Nike, and Ford outperform the market.

Companies in the index: Apple, Coca-Cola, Ford, Herman-Miller, IBM, Intuit, Newell-Rubbermaid, Procter & Gamble, Starbucks, Starwood, Steelcase, Target, Walt Disney, Whirlpool, and Nike. Source HBR.org.

IBM
One recent IBM survey of more than 1,500 CEOs reports that creativity is the single most important leadership competency for enterprises facing the complexity of global commerce today.[4]

Adobe Systems
An Adobe Systems poll of 5,000 people on three continents reports that 80% of people see unlocking creative potential as key to economic growth. Yet only 25% feel that they're living up to their creative potential in their own lives and careers.[5]

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