SAP has trained and put together a pool of 100 people who are practitioners of design thinking. It is a new approach to product innovation. Here the primary figure is not an engineer but a designer. The idea is to create desirable products. There are small teams each having a designer-in-residence. He initiates the process by interviewing the end user in terms of his expectations. The inputs are used before building a prototype. To set the content, they work like start-ups in their own space, away from cubicles and processes. All people in the organisation are not involved in design thinking—just 10-20 per cent of the people to overcome the innovator’s dilemma.