In case you’re wondering how to expose business leaders to the innovative power of design and design research without using those words, read how John Kay does it in the FT:
For years research and development scorecards have dutifully recorded how much pharmaceuticals companies spend on the search for new drugs and the expenditure of governments on defence electronics. But a Nesta report, presenting plans for a new innovation index has now recognised that most of the spending that promotes innovation does not take place in science departments. The financial services industry may have been Britain’s most innovative industry in the past two decades – perhaps too innovative – but practically none of the expenditure behind that innovation comes under “R&D”. And the same is true in retailing, media and a host of other innovative industries.
Support for innovation is not the same as support for R&D. Important contributions to commercial innovation come from new businesses such as Easyjet, which see opportunities that others have missed. Most of these opportunities do not actually exist and the innovations fail. But only a few such entrepreneurs have to be right to change the face of business. Other innovations come from successful companies, such as Apple, which may not be at the frontiers of science but are in close touch with consumers. Like all business success, innovative success is based on matching capabilities to market.
Though even Kay needs to mention Apple :-)