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.