We are standing at a moment of tremendous change. The Fourth Industrial Revolution has arrived and this most radical transition will pervade all aspects of life, including, of course, the way in which we do business. Businesses that adapt will succeed and those that do not will fail. Fusing the physical, digital and biological, we’re designing the world around us in ways which never before seemed possible. We can no longer simply choose a way forward, we must design a way forward based on a human-centered approach to innovation. Instead of being reactive, we must be reflective. We will need to develop new skills and habits, taking the time to listen carefully to customers, employees and outside partners before taking action. We will need to learn new ways of design thinking to ensure the value we create is human-centered. We will need to learn how to embrace failure, frustration and change as steps on the path to true innovation. Most fundamentally, we must shift from corporate-centered thinking to human-centered thinking and invert our focus from problem-solving to problem-finding.In business, when we move from a corporate-centered approach to a human-centered approach, profit becomes not so much the goal as the consequence of purpose-driven work that meets customers’ needs.