Attitude, Aptitude, and Amplitude (AAA): A framework for design driven innovation

If creativity is the heart and soul of innovation, design is the main catalyst for this process. To design in a very simple sense, is to move from a certain situation into a better one; this amelioration can manifest in new products, services, processes, or merely by exposing the real problems at hand. Settling on a high momentum as an immersive human-centered method, design thinking has been promoted by many scholars and academic institutions for its strategic potential in solving different contemporary challenges faced by many organizations in different domains. This paper present a practical framework for how this form of intelligence can be introduced, learned and disseminated across the organization for a sustainable innovation to be achieved.