This piece is part of By Design, a Globe and Mail/OCAD University summer series highlighting design thinking, issues and innovation.

Sara Diamond is president and vice-chancellor of OCAD University. Karel Vredenburg is director of IBM Design’s worldwide client program and head of IBM Studios Canada.

Never have design thinking, design practice and creative skills been as important to Canada’s future as they are now. Today, competitive success is determined by the ability to understand human needs and desires and to deliver richly imagined ways of addressing them. Many organizations recognize the importance of innovation, but they don’t know how to achieve it. The answer is design.

Read all: There’s no innovation agenda without design thinking – The Globe and Mail