Tim Brown, CEO of the design firm IDEO and a leading voice in design thinking, reminds us that innovation and design are inseparable. His quote suggests that every facet of innovation – the direction you choose, the method you use, and the outcome you aim for – is essentially a design challenge. In other words, innovation isn’t a magic spark that happens in isolation; it’s a process of designing solutions to problems.

Breaking down the quote: 'Where you innovate' is about selecting the right problems or opportunities to tackle. 'How you innovate' refers to the processes and strategies you employ (collaboration, prototyping, etc.). 'What you innovate' speaks to the end product or service you create. Brown argues that all three of these decisions require design thinking – a human-centered, iterative approach to problem-solving.

This perspective has practical implications. It means businesses should treat strategy and innovation initiatives with the same care and creativity as they treat product design. For example, innovating a new customer experience involves researching user needs, brainstorming ideas, and testing solutions – classic design activities. Brown’s own work in design thinking encourages cross-functional teams to approach any innovation task by empathizing with users and prototyping ideas.

In summary, Tim Brown’s quote reframes innovation as a continuum of design choices. It underlines that successful innovations don’t happen by accident; they are designed. By applying design principles to where, how, and what we innovate, we can increase the chances of developing breakthrough ideas that truly meet people’s needs and drive progress.