The rate of change in business and technology these days is head-spinning.  Everywhere you look there are books and articles and conferences about making your company more “innovative” or “agile” or ‘resilient”, and those are all valuable efforts…but at the pace of change we face as we look ahead, words more like “clairvoyant” come to mind.  Using the power of design-led innovation is the best lens we have for seeing into the future as it is evolving.  In their book "Designing for Growth", Jeanne Liedtka and Tim Ogilvie have a simple, yet powerful way of organizing this approach into 4 basic “waves”: What is? What if? What Wows? What Works?  Using these questions to first understand the business intent and users' needs, then explore possibilities, test assumptions, and get feedback, an organization can dramatically increase its ability to win in the market.