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Updated: May 31, 2026

The Innovation Arena: A Method for Comparing Innovative Problem-Solving Across Groups

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The innovation catalysts.

Roger L Martin¹

¹University of Toronto, Rotman School of Management, USA.

Harvard Business Review

|July 1, 2011

Summary

This summary is machine-generated.

Intuit

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Area of Science:

Business Strategy
Customer Experience Innovation

Background:

Intuit's Net Promoter Score (NPS) was declining.
Customer recommendations for new products were unsatisfactory.

Purpose of the Study:

To explore a new approach for customer engagement and innovation.
To implement a program focused on design thinking and customer delight.

Main Methods:

A two-day off-site meeting for 300 managers focused on design in innovation.
Implementation of the Design for Delight program, including a hands-on design challenge.
Creation of a team of nine design-thinking coaches ('innovation catalysts').
Utilized a structured process: painstorm, soljam, and code-jam.

Main Results:

The design challenge exercise engaged managers more effectively than a presentation.
Established a dedicated team to support design-thinking initiatives.
Developed a rapid prototyping and customer feedback loop (code-jam).

Conclusions:

The Design for Delight program shifted Intuit's focus from customer satisfaction to customer delight.
Design thinking and rapid iteration are effective tools for driving innovation and customer engagement.