Danielle Lundquist

Fjord Trends 2016: Design from within

The average lifespan of an S&P company has gone from 67 years in the 1920s to just 15 years today. The pressure to innovate has never been stronger. In 2014, $1.6 trillion was spent in R&D globally. Yet, in consumer goods, for example, research shows that more than 85 percent of the products fail. Why?

Arguably it’s harder than ever to gain sustainable differentiation from technology and business-focused innovation alone. Culture – as experienced through design-led innovation – may be the best way to claim sustainable territory, because it is so much harder to copy.

Shelley Evenson, Managing Director of Fjord Evolution, tells us more.

The full Fjord Trends 2016 report contains more information about this trend and 9 others. Please click here for full access.

Danielle Lundquist

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