How two leaders used design thinking and a focus on outcomes to transform two Fortune 500 giants [Fortune]
International Business Machines Corporation (IBM)
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Source: Fortune
Recommended Video When entrepreneur Phil Gilbert was brought into IBM , which in 2010 had acquired his Lombardi Software, he was convinced that his days were numbered. Tasked with teaching Big Blue how to grow as fast as his business software processing company did, he felt out of place: “I pretty much knew that I was a square peg in a round hole,” he says. Speaking at Fortune Brainstorm Design in Macau on Tuesday, Gilbert noted ruefully that businesses typically enlist him “when some effort is failing”. IBM wanted him to replicate the secret sauce that made his Austin-based Lombardi so agile and its products so beloved by customers. The reinvention required a radical approach. In 2012, appointed as the company's general manager of design, Gilbert brought design thinking to IBM's entire employee base. His first barrier? How to get “400,000 people to do something when none of them report to you,” he recalls. His answer wasn't to follow the usual corporate top-down mandate meth
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