For four decades, Jeff DeGraff has built a comprehensive School of Thought that transforms how organizations approach innovation—through the Competing Values Framework, systematic methodologies, paradox-based change practices, and co-creating innovation systems with Fortune 500 companies, military institutions, NATO partners, and mission-driven organizations worldwide.
Jeff DeGraff is the Dean of Innovation and one of the world’s leading authorities on organizational innovation and transformational change. He created a complete intellectual architecture built on one revolutionary insight: innovation emerges from the productive tension between competing values, not from choosing one approach over others.
The Competing Values Framework
Collaborate
Sustainable innovation through community and shared success
Create
Breakthrough innovation through experimentation and radical thinking
Control
Operational excellence through systematic process and efficiency
Compete
Speed to market and competitive advantage through agility
Co-created with Robert Quinn, Kim Cameron, and John Rohrbaugh, this framework forms the foundation of Jeff’s entire School of Thought—recognizing that organizations must master all four competing practices simultaneously to achieve sustained innovation.
How Jeff’s frameworks have shaped global innovation thinking—from co-creating the Competing Values Framework to teaching thousands at Ross School of Business, advising Fortune 500 companies, transforming military innovation across NATO and allied forces, and reaching millions through PBS, NPR, and thought leadership.
The intellectual architecture that makes innovation systematic—including the Innovation Genome™, Innovation Code™, Paradox Cycle, role-based typologies (Artist, Engineer, Athlete, Sage), and essential concepts like ambidextrous organizations, innovation catalysts, and Creativize™.
Where theory meets practice—the Innovatrium Institute and real-world testing across technology giants (Google, Apple, Microsoft), healthcare systems, aerospace (NASA), financial services, consumer brands (Coca-Cola), military forces in 45+ countries, and emerging research areas that continuously refine innovation frameworks.
Jeff uses the term “pracademic” to describe his unique methodology—combining scholarly rigor with hands-on building. As Clinical Professor at Ross School of Business since 1990, he’s taught thousands of MBAs, BBAs, and executives while simultaneously working with over half the Fortune 500 as real-world laboratories for innovation.
This dual practice means his frameworks aren’t purely theoretical—they’re tested daily across Google, Pfizer, NASA, NATO forces, and countless other organizations. His living laboratory approach treats every engagement as an experiment, continuously refining the Innovation Code™ and Innovation Genome™ methodologies through actual application.
Democratizing Innovation for Everyone
Through books, PBS programming, NPR segments, and the Certified Professional Innovator Program, Jeff has democratized systematic innovation—making it accessible to everyone, everywhere, every day. His mission isn’t to keep innovation frameworks in the ivory tower, but to put practical tools in the hands of anyone ready to create meaningful change.
Core Philosophy
The School of Thought rests on three revolutionary concepts that challenge conventional wisdom about innovation:
1. Innovation is a learnable skill, not a gift
Through the Innovation Code™, anyone can develop systematic innovation capabilities. It’s a discipline like finance or operations—structured, teachable, and measurable.
2. Constructive Conflict™, not harmony, drives breakthrough innovation
The Competing Values Framework shows that innovation emerges from productive tension between opposing perspectives—Create vs. Control, Compete vs. Collaborate. Organizations must orchestrate these conflicts into hybrid solutions.
3. Transformational change emerges from embracing paradox
Rather than resolving contradictions, the Paradox Cycle framework teaches organizations to hold opposing truths simultaneously—creating ambidextrous organizations that exploit existing capabilities while exploring new opportunities.
Recognition & Reach
Academic Impact
Clinical Professor at Ross School since 1990
Created first university innovation certificate
Taught thousands of undergraduate, graduate, and executive students
Corporate & Defense
Over half the Fortune 500
U.S. Air Force, Space Force, NATO
Sikorski Medal for defense innovation (2024)
Media Presence
PBS “Innovation You” host
NPR “The Next Idea” host
Original LinkedIn Influencer (2007)
Learn more about Jeff’s global influence and how his frameworks have transformed innovation thinking across industries and institutions.
Companies Jeff has Worked With
Testimonials of Jeff’s Work
Jeff was a HUGE success at our meeting! He definitely hit a home run with our attendees and many of his talking points (including the ‘4 colors’) were referenced throughout the entire weekend. Jeff certainly set the stage for our most successful Matrix Leadership Meeting to date.
Suzanne Ziemnik, M.ED.Company VP, Education and Assessment, American Society for Clinical Pathology
Simply put, Jeff DeGraff’s methods work! In working with Jeff and his framework to transform various aspects of our business model, it became increasingly clear that he was also subtly transforming me and my team. It’s clear that the step by step process he’s used to transform business, can likewise, be unleashed to re-shape an d transform the individual.
ExecutivesPfizer, Inc.
Innovation is a skill, not a gift. It can be routinized like any other business imperative such as productivity, leadership, or quality. DeGraff shows you the way.
Drew BoydDirector, Johnson & Johnson
Jeff’s presentation was far and away one of the best that I saw last week. Our team debriefed for quite some time on it and are reviewing how we can implement some of the suggestions.
ExecutivesValassis
I could not be any more pleased with how well it went over and I know my team feels the same way. It truly was a very valuable experience for everyone.
Robert D. BarberCEO, Environmental Data Resources, Inc.
Jeff is not only the best in the field of unleashing innovation, he also has a heart of helpfulness. He just brought the house down at the Air Force Association’s Innovation Symposium, and now he is offering his amazing skills by helping the USAF set up its Innovation Education effort. Jeff, Staney, you guys are the best, and a grateful Air Force thanks you!
Col. Johnny BarnesAir Education and Training Command and Air University Liason to the National Capital Region
Jeff has provided marketing professionals across General Electric with a collaborative, measurable process that leverages existing creativity.
Beth ComstockSVP & CMO, General Electric
Jeff DeGraff has a unique ability to combine entertaining and thought-provoking material into a truly enjoyable evening of learning and growth! We can’t wait to use him again in one of our corporate programs.
David DaughertyVP of Talent Management, Plastipak Packaging
We got TONS of great feedback on Jeff, his presentation and his work. The presentation was high energy and simple, yet insightful. The model presented was very helpful in providing a common language to help categorize, discuss, and – most importantly – create choiceful decisions as to where and how to innovate
ExecutivesAshland, Inc.
We received very positive feedback… folks wanted more. I think that Jeff has put us on the right track. Looking forward to seeing these proof of concepts come to life.
Wendy RaceGeneral Electric Company, GE Infra, Energy
Explore The Complete School of Thought
Dive deeper into the frameworks, methodologies, and real-world applications that make up Jeff’s comprehensive approach to innovation.
Clinical Professor of Management and Organizations at Ross School of Business, University of Michigan
Jeff DeGraff is the Dean of Innovation and one of the world's leading authorities on organizational innovation and transformational change. He is an author, speaker, and consultant to the Fortune 500 and mission-driven organizations worldwide. Jeff DeGraff is also the Founder of Innovatrium, Founder of Intellectual Edge Alliance, and Clinical Professor of Management and Organizations at the Ross School of Business at the University of Michigan. Jeff co-created the Competing Values Framework and developed the Innovation Code and Innovation Genome methodologies which provide organizations with practical tools to reconcile competing priorities and drive breakthrough performance. His mission is the democratization of innovation: making systematic innovation accessible to everyone, everywhere, every day.
Founded nonprofit consortium of research universities and technology companies working with the U.S. Military, NATO, and allied forces in 45 countries. Makes innovation tools and practices accessible to leaders tackling critical societal challenges in defense, government, and education. Developed programs including Project Mercury, AIM HI, and other innovation frameworks for military and defense applications.
Created joint venture with Haworth: a physical and intellectual innovation lab near Ross School of Business. Living laboratory where organizations experiment with innovation culture, capability, and community. Practical manifestation of DeGraff's school of thought—a physical space where diverse perspectives clash productively to generate new solutions.
Teaching Managing Creativity (MO 745), Leading Change (MO 603), Creativity at Work (MO463), and other innovation courses to MBAs, executives, and undergraduates. Developed flagship programs including the first BBA capstone course. Established comprehensive school of thought around systematic innovation development. Created University of Michigan's Certified Professional Innovator Program, the first university innovation certificate of its kind.
Launched consulting firm applying academic models to real-world innovation challenges in Fortune 500 firms, healthcare systems, and government. Works with over half the Fortune 500 including Google, Apple, Coca-Cola, Pfizer, NASA, and Microsoft to build sustainable innovation ecosystems.
Served as advisor on Applied Integrated Systems, an early multimedia education initiative and precursor to iTunes. Helped shape the fusion of technology, learning, and design thinking in the emerging digital age.
Directed strategic communications and internal innovation initiatives during Domino's period of explosive growth from $50 million to $2 billion. Earned the informal title 'Dean of Innovation' for pioneering scalable creativity practices and leadership development models. Applied emerging organizational theories to help scale the company.
Dissertation integrated systems theory, creativity, and educational innovation, establishing the conceptual foundation for his later work on the Competing Values Framework and Innovation Code. Completed at age 25.
Completed M.A. in Communication Studies emphasizing inquiry and learning systems that bridge the arts and sciences. Served as Alice Lloyd Scholar and Graduate Assistant to Rudolf Arnheim, teaching Art and Visual Perception.
Earned B.S. in Communication Arts and Sciences with a focus on semiotics and media theory. Began integrating visual perception and communication into emerging theories of creativity.
Jeff DeGraff: Awards & Honors
Award, Issuing Organization, Description
Award
Issuing Organization
Description
Władysław Eugeniusz Sikorski Medal
Polish Armed Forces
Awarded by the Polish Armed Forces for contributions to defense innovation leadership and allied collaboration.
Original LinkedIn Influencer
LinkedIn
Selected as one of the first 100 global thought leaders on LinkedIn platform.
Jeff DeGraff: Affiliations
Organization, Role, Dates, Description
Organization
Role
Dates
Description
U.S. Air Force / AFWERX
collaborator
2008-01-01 – Present
Began enduring partnership with U.S. Air Force, leading to AFWERX and NATO collaborations. Selected to lead highly selective seminar for U.S. Air Force Fellows in 2022, training rising military leaders in adaptive innovation, cross-cultural agility, and change readiness.
American Medical Association
collaborator
2007-01-01 – 2007-12-31
Developed innovation curriculum for U.S. physicians focused on healthcare transformation.
Federal Reserve Bank
collaborator
2003-01-01 – 2003-12-31
Consulted to the Federal Reserve Bank on how to establish high growth innovation ecosystems.
NYU Medical Center Dean's Office
collaborator
1995-01-01 – 1995-12-31
Led a strategic innovation partnership that helped design a large-scale reengineering process, later replicated across several U.S. academic medical centers.
CSC Index Vanguard Group
affiliated
1994-01-01 – 1995-12-31
Appointed to the Vanguard Group, an elite think tank of industry leaders and management theorists convened by CSC Index.
Selected as a Fellow of the Aspen Institute think tank 'Tomorrow's Corporation'. Designed and led a CEO/professor symposium titled 'How Far to Ithaca,' using the metaphor of Odysseus to explore futures thinking.
University of Michigan President's Office
collaborator
1992-01-01 – 1992-12-31
Consulted with the Office of the President to develop university-wide innovation strategies, including advising the Chief Information Officer on academic–corporate partnerships.
Board of Advisors, UM School of Library & Information Science
researcher
1991-01-01 – Present
Appointed to the Board of Advisors, helping bridge innovation methods with information systems and emerging digital tools.
Multidisciplinary Action Projects (MAP), Ross School of Business
affiliated
1991-01-01 – Present
Founding Faculty. Played a leading role in creating the MAP initiative at Ross, combining action-based learning with innovation consulting for global corporations.
Alice Lloyd Scholars Program, University of Michigan
affiliated
1982-01-01 – 1985-12-31
Selected as an Alice Lloyd Scholar and served as an instructor in Michigan's interdisciplinary Pilot Program, noted for progressive, student-centered pedagogy.
Research Institute of Management Innovation at Kinki University
researcher
Role: Advisory Board Member
Order of Angel (Student Club)
researcher
Role: Faculty Advisor
Design + Business Club (Student Club)
researcher
Role: Faculty Advisor
Human Capital Club (Student Club)
researcher
Role: Faculty Advisor
M-Powered (Student Club)
researcher
Role: Faculty Advisor
United States Air Force
researcher
Strategic advisor to senior USAF leadership on innovation and organizational transformation. Works with Department of Defense fellows.
United States Space Force
researcher
Strategic innovation advisor to USSF leadership
NATO
researcher
Delivers innovation programs and strategic advice to NATO forces through Intellectual Edge Alliance
Joint Chiefs of Staff
researcher
Strategic advisor on innovation and organizational transformation
Republic of Singapore Armed Forces
researcher
Innovation strategy advisor through Intellectual Edge Alliance partnership
Apple Inc.
researcher
Served on advisory board, helping launch the platform that became iTunes
Jeff DeGraff: Memberships
Organization, Role, Description, Authority Links
Organization
Role
Description
Authority Links
University of Michigan Office of Research Advisory Committee
Member
Advisory Committee for the Distinguished University Innovator Award
