Innovating for Effectiveness: Lessons from Design Firms

By Marc H. Meyer (MIT) & Tucker J. Marion (Northeastern University)

Creating true innovation—new types of products or services that can generate entirely new streams of revenue—is arguably the best way to transcend economic cycles and achieve sustainable growth. More and more, large corporations are turning to design firms to provide this fundamental innovation. These firms have a reputation for excelling in innovation both incremental (such as a new type of packaging design) and radical (such as a new business model that can disrupt an entire industry).

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