This case describes the 2012-2020 effort at IBM to implement design thinking throughout the company and hire thousands of designers to serve on every product team alongside technical engineers and developers and product managers. IBM's design transformation is told through the development of the Design Program Office-a new centralized function led by General Manager Phil Gilbert to support the organizational change effort-and the adoption of design thinking at several key business units: IBM's Z mainframes business; IBM Security; IBM's data and artificial intelligence (AI) business; and the Digital Strategies and Interactive Experience (DS/iX, or just iX) group, within IBM Services. The case contains details about IBM's approach to design thinking frameworks and how IBM integrated design thinking and designers to center end-user needs in its product development teams and processes.

Set in December 2019, this case explores how P&G has applied data science and analytics to cut costs and improve outcomes across its business units. The case provides an overview of P&G's approach to data management and governance, and reviews the challenges associated with changing long-established work processes within the company. It concludes by exploring four examples of how P&G has applied analytics to its businesses.

St. Camillus is a fictional non-profit hospital in rural Maine facing a serious budget deficit. As Director of Marketing, Victoria Stern is building a team to modernize the hospital fundraising efforts. An interview with a promising candidate who is also a digital native forces her to confront shifting attitudes toward issues of data and privacy across generations against the backdrop of continued cybercrime and data breaches within the healthcare industry. Students grapple with the tension between data as "useful" or private within an organization. In this context they explore the ethical issues they will face around data security and data governance in their roles as managers.