PROCTER & GAMBLE by Roger Martin

“We find CEOs who build design-friendly organizations. Procter & Gamble’s A. G. Lafley is the poster boy for transforming a large, reliability-biased enterprise into a design-friendly organization that maintains a balance between analytical thinking and abductive reasoning. James Hackett of Steelcase acquired the design firm IDEO to infuse design thinking across the entire Steelcase organization.”