Design or Creativity in business? By Graham Hitchen

Both Jump and Ideo use design to stimulate innovation and growth.
Jump appeared to be focused on introducing creativity and innovation into business through a cross-disciplinary practice, but with a clear focus on the need for design skills.
Ideo’s starting point was product development, where design skills are critical – and the moving upstream with their offer – applying design to business strategy.
Both Jump and Ideo end up at the same point, but in many senses Jump felt like a more mature version of Ideo. Despite obvious methodological differences, Jump appears very clear about the way in which skills learned through traditional design education can be applied to a non-product-based practice.