COVID-19 STATEMENT: While this virus is impacting everyone differently, this online programme is continuing as planned.
Please consider joining our global online classroom for an enriching and interactive experience to further your career.
While this virus is impacting everyone differently, this online programme is continuing as planned. Please consider joining our global online classroom for an enriching and interactive experience to further your career.
INSEAD Executive Education


29 March 2021

Application deadline is
11 AM CET, 15 March, 2021


5 weeks, online
4-6 hours/week


29 March 2021

Application deadline is
11 AM CET, 15 March, 2021


5 weeks, online
4-6 hours/week

Cultivate Creativity and Develop the Design Mindset

Design is a transformational force that helps organisations develop products, services and experiences that resonate with customers. To be an innovator and gain a competitive advantage, you need to fully develop your design and creative thinking skills, both of which have become essential in today’s business environment.

Design-driven companies outperform the S&P 500 by 219%

(source: Design Management Institute)

In the INSEAD Design Thinking and Creativity for Business programme, you will receive feedback from a learning coach, who will help you navigate an experiential project related to your professional context.

Whether you are hoping to incorporate innovation in product or service development or simply want to hone your creativity and problem-solving skills, Design Thinking and Creativity for Business offers lessons that successful leaders can employ to drive improvements and advancements.

Participant Profile

  • Senior executives who want to strengthen their ability to lead innovation and enhance their organisation’s innovation capability
  • Team leaders and managers seeking to develop and integrate cutting-edge creative practices into their business processes and corporate culture
  • Executives seeking to learn new problem-solving approaches to innovation, building upon creativity research, design thinking and lean start-up ideas
  • Professionals joining in groups/teams to collaborate on an Action Learning Project (ALP) tailored to their organisation’s context

Key Benefits

  • Master the skills you need to sustain creative and design thinking capabilities
  • Acquire the mindset and managerial levers you need to develop an innovative organisational culture
  • Equip you with a methodology to put design thinking into action
  • Learn how you can solve problems creatively in any setting by collaborating with design coaches
  • Participate in an Action Learning Project (ALP) to apply the learning in your professional context
  • Receive feedback from a design coach who has experience innovating through industrial design practice

Programme Content

INSEAD delivers a programme that helps you transform your mindset and to think creatively like a designer with the strategic capabilities of a businessperson. The interactive online environment is ideal for working professionals like you who want to immediately apply what you are learning to your work. Infused with experiential learning opportunities, Design Thinking and Creativity for Business features design coaches who are practitioners with ample training and experience in sparking innovation through industrial design.

Action Learning Project (ALP)

To manage creativity most effectively, you need to put design thinking into action. The Action Learning Project (ALP) is a way to apply what you’re learning in real-time to your organisation. The ALP will take you on a step-by-step journey in which you will identify a non-trivial, yet manageable innovation opportunity, which can serve as a realistic platform to put key concepts into practice. The ALP is a personalised experience, with design coaches guiding you and providing you feedback using a design-based approach throughout the process. You will learn how to manage the design-business interface in any innovation effort.


Agree on the scope of your ALP with the learning coach to ensure you’re meeting the learning objectives and will have a concrete end goal.


The ALP is a programme-long project, meaning you will apply the tools and concepts learned as they are taught each week.


At the end of each week, you will provide concrete strategic recommendations for your organisation. In the final week, every participant will review two to four other submissions and provide peer feedback.

Programme Modules

Over the course of five weeks, you will learn how to maximise your design and creative thinking to innovate and come up with solutions to challenging business problems.

  • Week 1: Identifying an Innovation Context

    Identify a concrete area to apply design thinking principles into practice that is visible by key stakeholders, yet non-trivial and actionable in a 5-week timeframe.

  • Week 2: From Insights to Innovation Opportunities

    Determine who the key stakeholders are in your innovation area and decide what matters to those stakeholders.

  • Week 3: Creative Strategies in Action

    Identify how the new creative strategies learned in the programme help you develop solutions to address your innovation opportunities.

  • Week 4: Dynamic Prototyping and Agile Iterating

    Determine assumptions and risks associated with developing your innovative solutions and understand how you can test your solutions in an ‘agile’ way.

  • Week 5: Deploying Innovation

    Answer the question, “What resources, processes and values would need to be changed in your organisation to arrive at your innovative outcome?”

To learn more details about each module

Download Syllabus

Company Examples and Case Studies

Programme Faculty

Manuel Sosa

Manuel Sosa

Associate Professor of Technology and Operations Management;
Director of the Heinrich and Esther Baumann – Steiner Fund for Creativity and Business
Director of INSEAD’s Creativity-Business Learning platform

Professor Sosa worked with the ArtCenter College of Design in Pasadena, California to create this programme to integrate business and design disciplines for successful product development. He teaches in the MBA, PhD and Executive Education programmes covering topics related to innovation...

Read more


Upon successful completion of the programme activities, combined with satisfactory grades on the final assignment, you are awarded an official digital Certificate of Completion from INSEAD, which you can showcase on your LinkedIn profile. The top performers receive a Certificate with Distinction.


Note: After successful completion of the programme, your verified digital certificate will be emailed to you in the name you used when registering for the programme. All certificate images are for illustrative purposes only and may be subject to change at the discretion of INSEAD.



Apply Now

Application deadline is 11 AM CET, 15 March, 2021. Early applications are encouraged as seats fill up quickly!
Flexible payment options available. Click here to know more.

Download Brochure