The document discusses challenges that companies face in fully adopting design practices and realizing their benefits. It notes that most companies are struggling to affect change at all levels of the organization. A study of over 2,200 companies across 23 industries found that only 5% have fully adopted design practices and realized high benefits, while 41% have low adoption of design. The document advocates for confronting cultural barriers and biases that prevent change, and investing in cultural and emotional innovation as much as product innovation. It provides examples of practices companies can adopt to help shift team behaviors and perspectives.