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Featured
Speaker |
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Design has a Seat at the Strategy Table. Now What?
Lee Green, Vice President, Worldwide IBM Values and Brand Experience
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| Lee Green |
For decades, design provided highly-skilled executional value—directing corporate identity programs, developing visual expressions of the brand, web, publications, products, exhibits, etc. So what’s changed? Today, designers are leading the formation of not just design strategy, but new business strategy as well. This is a role designers are particularly well suited for, as they force an outside-in discipline for decision making. They are helping companies get to that sweet spot of relevance and differentiation. This evolving role has become critical for designers at IBM as we transition from a hardware product company to a services company. Lee Green will share lessons learned that can be applied at any company.
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