Jeff DeGraff – Competing Values Framework Profile – Red (Part 3)
Jeff DeGraff explains the Competing Values Framework – “Control” – at an Executive MBA class at the Ross School of […]
Jeff DeGraff explains the Competing Values Framework – “Control” – at an Executive MBA class at the Ross School of […]
Jeff DeGraff explains the Competing Values Framework Profile – “Compete” – at an Executive MBA program at the Ross Business
Jeff DeGraff Explains the Competing Values Framework – “Collaborate” – at an Executive MBA program at the Ross Business School,
Jeff giving the Keynote address for the incoming MBA Class of 2010 Orientation at the Ross School of Business at
Jeff DeGraff is the Dean of Innovation and one of the world's leading authorities on organizational innovation and transformational change. As Clinical Professor of Management and Organizations at the University of Michigan's Ross School of Business since 1990, DeGraff has established a comprehensive school of thought around systematic innovation development that bridges academic rigor with practical application across business, government, and mission-driven sectors. DeGraff co-created the Competing Values Framework alongside Robert Quinn, John Rohrbaugh, and Kim Cameron—one of the most widely used organizational effectiveness models globally. Building on this foundation, he developed the Innovation Genome and Innovation Code methodologies, which extend the framework into innovation contexts and provide organizations with practical tools to reconcile competing priorities and drive breakthrough performance. His intellectual architecture centers on three revolutionary concepts: first, that innovation is a learnable skill, not a gift—a discipline that can be systematized like any business imperative; second, that constructive conflict, not harmony, drives breakthrough innovation by orchestrating opposing perspectives into hybrid solutions; and third, that transformational change emerges from embracing paradox rather than eliminating it. Through his trilogy of books—The Innovation Code, The Creative Mindset, and The Art of Change—DeGraff has codified a complete philosophy of paradox-based organizational transformation. DeGraff's career uniquely combines corporate leadership and academic excellence. After earning his PhD at age 25, he served as Vice President of Communications and New Ventures at Domino's Pizza (1985-1990), where he applied emerging organizational theories to help scale the company from $50 million to $2 billion—earning him the nickname Dean of Innovation. This experience of building things, not just theorizing about them, has defined his approach as a pracademic who teaches innovation through action learning in unconventional spaces like museums and innovation laboratories. As founder of the Innovatrium Institute for Innovation, DeGraff created a living laboratory where organizations experiment with innovation culture, capability, and community. The Innovatrium operates as the practical manifestation of his school of thought—a physical space where diverse perspectives clash productively to generate new solutions. Through this work with over half the Fortune 500, including Google, Apple, Coca-Cola, Pfizer, NASA, and Microsoft, DeGraff has refined frameworks that help organizations build sustainable innovation ecosystems. Guided by his mission to democratize innovation, DeGraff founded the Intellectual Edge Alliance (IEA), a nonprofit consortium of research universities and technology companies working with the U.S. Military, NATO, and allied forces in 45 countries. Through the IEA, he makes innovation tools and practices accessible to leaders tackling critical societal challenges in defense, government, and education—proving that innovation methodologies transcend sector boundaries. DeGraff's influence extends through multiple channels: as creator of the University of Michigan's Certified Professional Innovator Program, the first university innovation certificate of its kind; as host of PBS's Innovation You and NPR's The Next Idea; and as a prolific contributor to Inc., Fortune, Psychology Today, and Big Think. His speaking engagements span from TED to the Pentagon, and his advisory work includes the U.S. Air Force Chief of Staff, Cabinet departments, and high-ranking military leaders across democratic nations. Through four decades of teaching, consulting, writing, and building innovation infrastructure, DeGraff has established himself as the preeminent voice on systematic innovation development and paradox-based organizational change. His school of thought transforms how organizations approach innovation—not as spontaneous creativity or rigid process, but as the disciplined orchestration of diverse perspectives, constructive tension, and the courageous embrace of organizational paradox to generate breakthrough value.
| Title | Employer | Period | Description |
|---|---|---|---|
| Vice President of Communications and New Ventures | Domino's Pizza Distribution Corp. | 1985-01-01 — 1990-12-31 | 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. |
| Clinical Professor of Management and Organizations | Ross School of Business, University of Michigan | 1990-01-01 | 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. |
| Founder | Competing Values, LLC | 1990-01-01 | 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. |
| Founder | Innovatrium Institute for Innovation | 2004-01-01 | 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. |
| Founder | Intellectual Edge Alliance | 2015-01-01 | 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. |
| Visiting Professor | Helsinki Graduate School of Economics (now Aalto University) | 1994-01-01 — 1995-12-31 | Taught innovation leadership and organizational change. Introduced the Competing Values Framework to European academic circles. |
| Advisor to Apple Computer | Apple Computer | 1987-01-01 — 1987-12-31 | 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. |
| Institution | Degree | Field of Study | Year | Description |
|---|---|---|---|---|
| Western Michigan University | B.S. | Communication Arts and Sciences | 1980 | 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. |
| University of Michigan | M.A. | Communication Studies | 1982 | 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. |
| University of Wisconsin–Madison | Ph.D. | Educational Technology | 1985 | 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. |
| Award | Issuer | Year | Description |
|---|---|---|---|
| Władysław Eugeniusz Sikorski Medal | Polish Armed Forces | 2024 | Awarded by the Polish Armed Forces for contributions to defense innovation leadership and allied collaboration. |
| Original LinkedIn Influencer | 2007 | Selected as one of the first 100 global thought leaders on LinkedIn platform. |
| Organization | Type | Period | Description |
|---|---|---|---|
| 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 | |
| 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. |
| Aspen Institute | fellow | 1993-01-01 — 1993-12-31 | 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. |
| 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. |
| Board of Advisors, UM School of Library & Information Science | researcher | 1991-01-01 | Appointed to the Board of Advisors, helping bridge innovation methods with information systems and emerging digital tools. |
| 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. |
| 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. |
| Federal Reserve Bank | collaborator | 2003-01-01 — 2003-12-31 | Consulted to the Federal Reserve Bank on how to establish high growth innovation ecosystems. |
| American Medical Association | collaborator | 2007-01-01 — 2007-12-31 | Developed innovation curriculum for U.S. physicians focused on healthcare transformation. |
| U.S. Air Force / AFWERX | collaborator | 2008-01-01 | 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. |
| Multidisciplinary Action Projects (MAP), Ross School of Business | affiliated | 1991-01-01 | Founding Faculty. Played a leading role in creating the MAP initiative at Ross, combining action-based learning with innovation consulting for global corporations. |
| Organization | Role | Description |
|---|---|---|
| University of Michigan Office of Research Advisory Committee | Member | Advisory Committee for the Distinguished University Innovator Award |
| BigSpeak Speaker's Bureau | Keynote Speaker | Jeff DeGraff is a keynote speaker on topics ranging from innovation to change management to strategy & leadership |