Seven design insights to manage innovation risk


“More than 200 new global businesses that barely existed a decade ago have risen to what is now termed ‘unicorn’ status. And it’s entirely possible for your business to deliver that new market-leading solution that will propel your firm to the top of the tree.”

Contrary to what some believe, consumers do not have a mindless allegiance to certain brands. Instead, when they become aware of something they need, consumers will choose (often from a myriad of options) the product or service that best meets that need.

Of course, being human, this decision-making process is a complex one, involving sometimes competing functional, emotional and social considerations. So, how do brands overcome this challenging conundrum?

In this whitepaper, Ben Strutt (Head of Design & Innovation) reveals how successful brands deliver new product and service innovation.

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