Every sector, and most organizations, understand the importance of innovating to create competitive advantages and deliver greater value to customers. Unfortunately, identifying the need to innovate is only a small part of addressing the challenge, and many organizations struggle with both deploying and integrating innovation within their corporate culture. Why is it so hard to innovate? To help answer this, I’ve framed some of our learning into an easy to remember acronym: D.E.S.I.G.N. Innovation within any organization can be structured and unleashed by the design of processes, governance, and change, hence the use of the word DESIGN for our six lessons learned. The following are elements to consider as you set out to D.E.S.I.G.N. innovation and change your organization.