Some of the most admired, innovative, and valuable companies in the world have embraced the practice of design — not simply to differentiate their products in the market, but also to improve the way they operate as an organization. This report examines how customer-obsessed companies that embrace design thinking are winning in today's business world and how they have organized themselves around a human-centered design mindset. Customer experience (CX) pros can use this insight to scale their own design thinking capabilities.