Design driven innovation

Purpose This paper aims to uncover the secrets of design success in global companies, recent research by the Design Council has involved unprecedented access to senior design leaders and heads of design in eleven world leading companies. Design/methodology/approach This paper discusses the study “Eleven Lessons: managing design in eleven global corporations.” Findings The result is a study (entitled “Eleven lessons: managing design in eleven global corporations,”) that sheds light on exactly how these global leaders manage design and integrate their design teams into their businesses to help themselves stay competitive. Originality/value By providing a unique insight into these design processes the 11 lessons study offers up plenty of insights, practices, design tools and lessons which other businesses can take advantage of.