Design
Design, Research... Innovation
Design is a strategic weapon in business. Having made this assertion, however, we still need to know its implications. What are we talking about when we use the word “design”? And what is its role in the innovation process? Designers and engineers are both involved in research, but they approach it from different angles. Today, a company like SNCF has a critical need for this kind of dual vision. Value creation is moving upstream from production. The engineer-designer duo is emblematic of this shift, and the concept train, a four-year-old SNCF initiative that is yielding its first results, is an illustration of it.