Inspiring Inclusive Innovation

The problem with Le Corbusier, the ultimate ‘brutalist,’ was that he only really innovated for himself and ignored the community. As with public architecture, great innovation of products and services must be human-centered and inclusive.

The idea that business innovations should appeal equally to everyone seems obvious, because it makes good business sense. Yet, in discussing Inclusive Business Innovation, her new program at the University of Toronto’s Rotman School of Management, Professor Sarah Kaplan tries to show how the commercial aspect follows from being more inclusive. “I sometimes resist the business case argument, because it downplays the importance of just being good for the community. But Inclusive Business Innovation is about win-wins.”  

Unfortunately, this clear business and social win often does not happen. Kaplan shares several sorry examples: The Apple Card that at its launch offered a man 10 times the credit limit that it offered his wife, despite their equal circumstances; the original Fitbit that failed to work on dark skin—“You can imagine the designers and the venture capitalist investors, all trying it on their wrists and thinking it was just fine;” women being more likely to get injured in a car accident because seat belts, car seats, and airbags are just not designed for women’s bodies.

“These products could have worked so much better,” says Kaplan, “and risked less downside for so many more people, and made many more sales, if they had been designed in an inclusive way.” Take the car industry: not only are women buying more cars themselves, but women often have the deciding vote on the choice of the family car. Inclusive design is for the good and makes commercial sense.

📖 Read the full article/interview: Inspiring Inclusive Innovation