Five Ways to Fail at Design – Sohrab Vossoughi – Harvard Business Review

As much as the business world seems to admire design innovation these days, very few companies are doing it well. As the founder of a firm that helps businesses innovate, I’ve watched approvingly as design has gone from a niche topic to the covers of mainstream publications and the keynotes at business conferences. And yet, in 28 years of creative consulting, I have seen far more corporate design efforts fail than succeed.

via Five Ways to Fail at Design – Sohrab Vossoughi – The Conversation – Harvard Business Review.