Articles and Opinion

Leadership and People Management

Unleashing the Power of Purpose Premium

Almandoz, John; Lee, Yih-Teen; Ribera, Alberto This article reveals five practical steps for putting purpose into practice, achieving higher levels of motivation, commitment, engagement and fulfillment in your company in the process. Drawing on case studies and research, IESE's John Almandoz, Yih-Teen Lee and Alberto Ribera describe the qualities that characterize purpose-driven leadership. Read article
Strategy

Got an Idea for Your Business? Test Your Assumptions! Premium

Liedtka, Jeanne M. Using the example of a U.S. hospital, Jeanne M. Liedtka of Darden highlights three common challenges that arise when companies jump to solutions before they have thoroughly explored the current reality of the user experience. She shows how to leverage the design-thinking model to test assumptions and get back on track. Read article
Service and Operations Management

How Design Can Boost Social Impact and Business Results Premium

Sosa, Manuel E. Many managers approach problems with an engineering mindset: build it the right way and make sure it works. Designers, on the other hand, approach problems with the question: are we building the right thing in the first place? In this article, Manuel E. Sosa of INSEAD discusses how companies can build a design culture to boost business results while solving complex social challenges. Read article
Strategy

From Identifying Needs to Generating Opportunities Premium

Vilà, Joaquim; Camps, Xavier IESE's Joaquim Vilà and Xavier Camps outline the initial phase of design thinking, related to discovering customer needs and generating new opportunities. In addition, they describe under what conditions problems are best suited for design thinking, presenting real-life situations in which it can be applied, and suggesting some considerations for managers to help ensure effective implementation. Read article
Marketing

Rethinking the Funnel for the Omnichannel Age Premium

D'Andrea, Guillermo Wearables, self-driving cars, AI: these trends are triggering a seismic shift in consumer patterns toward a constantly connected and engaged omnichannel model. From his research on retail sector trends and digitization, the author offers a series of tips so that brands and businesses can adapt to the consumer of the future. Read article