Collaborative Creativity: A design approach to systemic challenges navigating the innovation ecosystem

Unprecedented political, economic, health and environmental challenges in the world have made us react and reflect on things we have taken for granted. Companies and organizations became aware that proven approaches were no longer working, while the rapidly changing environments in which they operated required new momentum. Those driven by design were able to anticipate alternative approaches and used collaborative creativity and design thinking to shift their mindset and came up with creative solutions that kept their brands meaningful and relevant. This industry letter promotes the need for design to drive collaborative creativity among key stakeholders and its innovation ecosystem to the systemic level necessary to address these world challenges. It will further elaborate on the preconditions necessary for effective collaboration to become responsible partners that drive sustainable growth, balanced with care for humanity and the planet. The impact and value of design is determined by its design leadership and depends on how it is connected, aligned and integrated, first within the design function itself, second across the other business functions and third beyond the boundaries of the company in partnerships with other stakeholders. Understanding and aligning the key drivers and success factors of different stakeholder groups will be a prerequisite for making collaborative creativity work effectively and navigating the innovation ecosystem driving long-term societal progress.