Often we hear, so how can you design a firm which embodies innovation? of course with “innovation” being mangled into everything “Apple” Here’s how. 
In the recent details of Making It Happen: Beyond Theories of the Firm to Theories of Firm Design the outline gives the sense that an innovation design firm is separate from a firm that focuses on developing new products and services that are not currently in the market. This is not the definition of innovation. Starting here, we see the value of encoding design thinking directly in the DNA of a design centric organization. A great model for company creation.
