Roger Martin, dean of the Rotman B-school, looks at the tension between busi­ness-as-usual and busi­ness-by-design.

By focusing on the intu­itive and expe­ri­en­tial, orga­ni­za­tions explore new sources of compet­i­tive advan­tage. By looking to the prov­able and replic­able, orga­ni­za­tions better exploit the inno­va­tions they’ve brought to market.

To prosper over the long run, a company needs to succeed at both. It must mesh the clas­sical work­ings of a tradi­tional orga­ni­za­tion with the proto­typ­ical features of a design shop, espe­cially in three key areas: reck­oning the future, orga­nizing work, and estab­lishing status and rewards.

Read the Fast­Com­pany article.