by
Greg Van Alstyne
Director of Research, Beal Institute for Strategic Creativity
Associate Professor, Ontario College of Art and Design
and
Robert K. Logan
Chief Scientist, Beal Institute for Strategic Creativity
Emeritus Professor, Department of Physics, University of Toronto

Abstract
This paper reveals the surprising and counterintuitive truth that design is not always at the forefront of innovation; it is a necessary but not a sufficient condition for the success of products and services. The authors argue that design must harness emergence, for it is only through this bottom-up and massively iterative, unfolding process that new and improved products and services are successfully refined, introduced and diffused into the marketplace.