| The 28th International Design Management
Conference
Chatham Bars Inn
Chatham, Cape Cod, Massachusetts, USA
October 19-23, 2003
Overview
Effective positioning and operational excellence are key imperatives
for success in the complex world of business. Design has the potential
to be an important partner in contributing to these crucial success
factors; however, to achieve this, managing the design resource
will require a substantial shift in approach. The role of design
needs to be changed from a reactive and service approach to one
of proactive and full involvement. The practice of command and control
design management needs to be changed to managing for design.
The inherent strength of design stems from two factors at the core
of the profession’s capabilities: First, to think about problems
from all sides, and second, to take ideas through a series of stages
to achieve a vision. Establishing an organization’s competitive
position requires careful consideration from all sides, and developing
successful products and services requires maintaining clarity of
purpose and vision through many stages. Managing for design
means providing designers and managers with the knowledge, tools,
and processes to leverage their strengths to become key contributors
and essential to the success of the organization.
The carefully selected speakers in this conference are experts
on these issues and will provide presentations, including case studies,
to provoke lively discussions and provide insight for achieving
excellence in design’s role in enterprise leadership.
Keynote Speaker/Conference Raconteur
Understanding, Establishing, and Enhancing Inventive Organizations
Jeff Mauzy, Principal, Synectics, Inc., Co-author Creativity
Inc.
Featured Speakers
Conversing With My Company
Jon Iwata, Senior Vice President, Communications, IBM Corporation
Curt Schreiber, Principal, VSA Partners
Share Life On the Go: User-Centered Innovation at Kodak
Doug Beaudet, Manager, Corporate Design & Usability Research,
Eastman Kodak Company
From Products to the Profound: Inspiring Innovation through Organizational
Change within Proctor & Gamble
Martin Murray, Director, Research & Development, Proctor
& Gamble
Lauralee Alben, Principal, Alben Design LLC
Planning the Perfect Design Office
Allan Smith, Director of Market Development, Steelcase Inc.
Reed Agnew, Principal, Agnew Moyer Smith, Inc.
Managing Innovation for Design
Darrel Rhea, Principal, Cheskin
The Collaboration Experience: Challenges of “Getting it Right”
Across Disciplines, Between Companies, and Over Oceans
Sarah Zuberec, Director of User Experience, Mobile Devices
Product Group, Microsoft Corporation
From Three Breads to One Brand
Pat Kinsley, Director, Neworld Design Group
The Value of Design in Today’s Business World
Michael McPherson, Partner & Creative Director, Corey McPherson
Nash
Transforming Design from a Service to an Essential, Integrated
Function
Bill Fluharty, Vice President, Johnson Controls, Inc.
If You Have the Keys To the Kingdom, How Do You Get To the Right
Door?
Harry West, Vice President of Strategy and Innovation, Design
Continuum
Energizing Your People to be Brand Ambassadors
Thomas Webb, Principal, Monigle Associates, Inc.
Anatomy of a Successful Company: Head + Heart
Billie Harber, President, Industrie Brand Partners
Special Optional Workshop
Guerrilla Listening: A Workshop Exploring the Flip Side of Creating
Sunday, October 19, 9 am - noon
Jeff Mauzy, Principal, Synectics, Inc.; Coauthor, Creativity
Inc.
Jeff Mauzy, Keynote Speaker
and Conference Raconteur
Interaction, a hallmark and tradition of this annual event, has
always been cited as a primary benefit to conference participation.
In recent years extra dialogue sessions have been added to the conference
format to increase the opportunities for participants to share their
experiences and expertise. This year, to further broaden and deepen
this aspect of the conference, we are fortunate to have Jeff Mauzy,
organizational creativity expert, and coauthor of Creativity,
Inc., provide an expanded conference keynote session, and be
the Conference Raconteur. As Conference Raconteur, Jeff’s
responsibilities will include pre-conference interaction, a survey,
the Sunday conference opening session, a conference dialogue session,
and various informal discussions during the conference. All attendees
to the conference will receive a copy of Creativity, Inc.
Who should attend?
Senior design managers, their peer managers, and academics from
corporate, consultant, and institutional backgrounds participate
in this unique event. These high-level professionals attend to immerse
themselves in an intense four-day educational experience in which
learning comes from formal presentations as well as informal discussion
and interaction among participants. Many attendees return year after
year to continue to learn and share their wisdom while creating
valuable personal and professional networks.
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