As we are starting a new stage and looking back to what brought us here, we realise we have been working with the company concept called B Corps or Benefit Corporation for many years. This model is based on understanding the benefit as a common value, not exclusive to the organisation, but it also has to distribute value among customers, workers, the community and, why not, to create a new economy that regenerates our planet. This work has made the B Corps model enter our DNA and soak up everything we do. We are unable to work without thinking about the benefit of the organisation, its workers, its customers, the community in which it is part of and integrating the planet into our decisions.

In his book Theory U: Leading from the Emerging Future”, Otto Scharmer speaks of four levels of focus: the individual, the tribe, the community and the global. When we go from one to another we do not deny the previous one, but we are more complete -our thoughts are more creative and our knowledge and analytical tools increase. Focusing on oneself is not the same as focusing on something more shared, more abundant and diverse. Not only is knowledge more complex, but it is also more polyhedral and therefore richer. Our goal is always to focus on the global, towards the common benefit, without forgetting the business benefit.

We sincerely believe that this approach to benefit is the best result for any organisation. It is more sustainable, consistent over time, abundant and ethical (which also makes it better to communicate). Therefore, from 3Vectores, a certified B Corp, we have developed creative methodologies, based on design thinking for business development and management that meet those principles we are talking about, all grouped under the Innodriven brand. Through this, Innodriven becomes the benchmark of a model of doing things that does not seek selfish and unilateral benefit, but collaboration, cooperation, co-creation and the search for dynamic, resilient and regenerative environments, which will help us and our clients adapt to a complex, changing, unstable and intense world.

Working with this model makes us have a holistic vision, not only do we seek a benefit from being global, but we also benefit from the global. It is a two-way communication, where we create virtuous “Win-Win” environments, in which everyone wins, everyone benefits and everyone contributes.


We believe that design methodologies are key to the transformation of people, processes and organisations towards a new economy. Inspired by nature and global challenges, we designed three methodologies in toolkit format: “PURPOSE DESIGN THINKING“, “CIRCULAR DESIGN THINKING” and “CITIZEN DESIGN THINKING” which are human-centered and aligned to our vision of a sustainable and regenerative future. Our toolkits induce the creative process enabling an atmosphere of collective inspiration and dynamic approach to complex problems. Through our methodologies they can rethink the purpose of the organisation, the value proposition, the circularity of resources and the impact on the community and the planet.


And why good innovation? Why is it so important to us? Because we do not conceive a working model which does not seek a component of innovation, of novelty, of “doing things differently”. Working with Design Thinking as a procedural basis compels us (and we are delighted it does so) to think otherwise, to try to be creative both in the ways of doing and in the results. We go after innovation because we believe that it is the best way to make organisations, people and the environment get the best benefits of triple results, whether economic, social, environmental…

We are relaunching our Innodriven brand and beginning a new stage in 3Vectores. Looking inwards we realize that good innovation pursues shared benefit, thinks about distributing value and not locking it in a safe, and is capable of shaping a new economy. To walk towards Good Innovation (or Benefit Innovation) is to be open, permeable, collaborative, vulnerable, creative, imaginative, imperfect and enlivened. In a changing environment, in permanent transformation and with models that become obsolete from one year to another (at most), we walk with tools and objectives that adapt to these times, because as Scharmer says, we intend to lead from the future as it emerges.

We are going to be in that future, are you coming?

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