Business leaders looking for new sources of competitive advantage and agility are starting to embrace business design. And for good reason. With broad applicability, business design allows companies to augment traditional problem-solving approaches with principles of design thinking to drive innovation. It provides a new way of looking at challenges, solving problems and understanding those they serve.

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Design in business:
It’s not about creating something pretty.
It’s about creating value.

2. Innovation
by design
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Business design allows companies to
augment traditional problem-solving
approaches with principles of design
thinking to drive innovation. It provides
a new way of looking at challenges,
solving problems and understanding
those they serve.
Managers rank creative thinking and experimentation – critical elements of
business design – among the most important skills for their roles in the next
five years.

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Business Design has proved to be a
sound investment – one that has a
direct bearing on an organization’s
financial returns.
The numbers
look good
Design-led companies
outperformed companies in
the S&P Index by 219%
over the past 10 years.
Design-alert businesses
achieve a 125% return on
design-related investments.

4. A new competitive advantage
Business design is a clear enabler of
high performance. It encourages and
enables companies to conduct
iterative experiments, based on data,
to develop better answers to business
problems, wherever they might exist
in the organization.
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92% of executives recognize their
organizations must be faster, more
networked and more collaborative.
High-performing organizations
achieve 30-50% more change at a
faster pace.

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1
Identify problems that matter most.
Explore business design opportunities that
address value leakage and organizational
distress.
Mastering business design
To take advantage of what business design has to offer, leaders should:

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2
Create a team of creative catalysts.
“Make and buy” the capabilities needed to
seize opportunities and seed creative
thinking.
Mastering business design
To take advantage of what business design has to offer, leaders should:

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3
Champion a new way of working
across the organization.
Select leaders who embrace creative problem
solving and are user-obsessed, collaborative
and intuitive. Embed change with new
organizational models, design-friendly
workspaces, tools and competencies.
Mastering business design
To take advantage of what business design has to offer, leaders should:

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4
Foster a culture of speed and
experimentation.
Start small, with incremental improvements.
Designate iterative experimentation as a KPI.
Mastering business design
To take advantage of what business design has to offer, leaders should:

9. One of the greatest advantages of business design is its wide
applicability – from enabling fast product and service launches to
enhancing employee experiences and back-office processes.
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What are you
waiting for?

10. LEARN MORE
about how design thinking can speed innovation
across your business with our full report:
Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Design in business:
It’s not about creating something pretty.
It’s about creating value.
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