"Most companies try to be innovative, but the enemy of innovation is the mandate to “prove it.” You cannot prove a new idea in advance…" - Roger Martin, Dean of Rotman School of Management, University of Toronto

A very true quote indeed.  You might find the rest of this (slightly older, yet very relevant) article useful.  Written by Jem Bendell and Ian Doyle, it explores Design Thinking and how it might be applied to CSR and responsible business.  Useful in definining not only the trend and how it can be applied, but also some of the typical pitfalls an organisation can face when embracing a creative process like Design Thinking.