Water is essential for soup - but soup is more than water. Competence is essential for business - but business is more than competence. What is added to water gives the 'value' of the soup. What is added to competence gives the value delivered by business. Competence is becoming a commodity, Information is becoming a commodity. State of the art technology is becoming a commodity. So what is going to differentiate businesses? How are these commodities to be designed to deliver value? That means design. That means creativity. That means new ideas. Ideas are going to become more important in business than they have ever been.