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In this issue:

Viewpoints

Calendar of Upcoming DMI Events

November, 2003
Managing Design for Strategic Advantage
November 6-7, New York City, USA

Innovation Summit/2003: Building Platforms for Innovation
November 10-12, Stanford, Calif., USA

Creating the Perfect Design Brief
November 13-14, Chicago, Illinois, USA

December, 2003
Design and Branding as Vehicles for Corporate Social Responsibility
December 10, Copenhagen, Denmark

January, 2004
Creating the Perfect Design Brief
January 22-23, San Francisco, Calif., USA

Marketing Graphic Design Services
January, 23-24, San Francisco, Calif., USA

February, 2004
Managing Design for Strategic Advantage
February 3-4, London, UK

Creating the Perfect Design Brief
February 5-6, London, UK

Strategies for Designing Meaningful Brand Experiences
February 26-27, Austin, Texas, USA

March, 2004
Managing Design for Strategic Advantage
March 4-5, Chicago, Illinois, USA

Using Design Research for Product and Brand Innovation
March 11-12, San Francisco, Calif., USA

The 8th European International Conference on Design Management
March 21-23, Barcelona, Spain

April, 2004
Using Design Research for Product and Brand Innovation
April 8-9, London, UK

Creating the Perfect Design Brief
April 22-23, New York City, USA

May, 2004
Managing Design for Strategic Advantage
May 13-14, Montréal, Canada

June, 2004
16th International Corporate/Brand Identity Conference
June 2-4, Vancouver, Canada

Why Johnny Can't Read Design
A Response to Andrew Hoffman—Digging Deeper into "Good Design"

Innovation Roundtable/2003

Design and Branding as Vehicles for Corporate Social Responsibility

Managing Design for Strategic Advantage
Creating the Perfect Design Brief
Marketing Graphic Design Services
Strategies for Designing Meaningful Brand Experiences
Using Design Research for Product and Brand Innovation

Free Download of the Month

Viewpoints

For some time, designers and businesspeople alike have subscribed to the dictum, “Design must educate business that ‘Good design is good business.’” I will accept at face value the latter part of this declaration and focus on the first part; “Design must educate business…” The all too obvious implication is that business is not educated. But wait a minute—before we charge design with business’ education, there are some important questions to be considered. Why isn’t business educated? If this is so, what is business doing about it? Is it realistic for design to take up the responsibility for business’ education? Does any of this matter?

Read the complete article

A Response to Andrew Hoffman – Digging Deeper into “Good Business”
By Michael McPherson, Partner and Creative Director, Corey McPherson Nash
Read Michael's McPherson's response to Andrew Hoffman's October eBulletin article

Article proposals are welcome! Please email jtobin@dmi.org.

DMI Conferences

Innovation Summit/2003
Building Platforms for Innovation
November 10-12, 2003, Stanford University, Palo Alto, Calif., USA

Only a few days remain to register for this exciting new event that will be taking place on the campus of Stanford University, in conjunction with the Stanford Center for Design Research. The event will include both structured presentations as well as a series of focused dialogues for in-depth discussions. A few of the organizations represented by attendees include: Cascade Designs Inc., China External Trade Development Council, Herman Miller, Inc., Hewlett-Packard, Hill Rom Co., Intel Corp., Lego, Kimberly-Clark Corporation, Libby Perszyk Kathman, Lunar Design, The UK Patent Office, The Weather Channel, and Yahoo.

Darrel Rhea, Principal of Cheskin, has recently been added as a speaker. His presentation at the recent Cape Cod conference achieved very high ratings from attendees. Here is a complete list of presenters:

Innovation: Some Weird (and Not So Weird) Ideas That Work
Professor Robert Sutton, Professor of Management Science and Engineering, Stanford University
Transformation by Design: Achieving Organizational Change and Strategic Innovation Using the Tools and Culture of User-centered Design
Peter Coughlan, Practice Leader, IDEO
Design’s Role in Distributed Innovation
Lee D. Green, Director of Design, IBM Corporation
Managing Innovation for Design
Darrel Rhea, Principal, Cheskin
The Power of Modular Platforms to Transform a Business: Creating the “Sunshine Platform” for Philips’ Electric Toothbrush
Ron Sanchez, Ph.D., Visiting Professor of Management, Copenhagen Business School; and Linden Visiting Professor of Industrial Analysis, Lund University, Sweden
Voices of Innovation
Mark Stefik, Ph.D., Manager, Information Sciences and Technologies Laboratory, Palo Alto Research Center
Barbara Stefik, Ph.D.
Materializing Culture: An Examination of Culturally Driven Innovation
Michael Barry, Principal, Point Forward
Dev Patnaik, Jump Associates

Don't miss this exciting and provocative event! For more information about the Summit, visit the program, schedule, registration, and hotel pages on www.dmi.org.

Featured DMI News

Design and Branding as Vehicles for Corporate Social Responsibility
December 10, 2003
Danish Design Center, Copenhagen, Denmark
Organized by DMI Europe and Danish Designers

DMI is proud to announce a new DMI Europe one-day event to be held in collaboration with Danish Designers. The session will include speaker presentations, roundtable discussions, networking opportunities, and lunch and refreshments. Raymond Turner, Chair of DMI Europe, and Steinar Amland, Managing Director of Danish Designers, will be on hand to open the event.

Confirmed Presentations:
Making Sense of Design, Branding and CSR
Per Aage Brandt, Professor and Director of the Center for Semiotics, University of Aarhus

From Theory and Experience to Strategy
Søren Merit, Management Consultant, PA Consulting, Copenhagen

The event will cost €75 for members of DMI, Danish Designers, and Club DDC; and €100 for the general public. Please visit the DMI Web site for more information about this exciting event.

DMI Education

Managing Design for Strategic Advantage
November 6-7, 2003, New York City, USA
February 3-4, 2004, London, UK
Taught by Peter L. Phillips, Design Strategy Consultant

Traditionally, design has been viewed as a service within an organization—not as a strategic business resource. But this traditional view of design is rapidly changing in the fast-moving, highly-competitive business arena of the new millennium. Design managers and designers now need to rethink both the processes of managing design and the ways in which they communicate the strategic value of design to the success of the enterprise. More information.

“This seminar provided useful, practical information that I could put into action immediately.”
—Sean O’Hearen, Town Sports International

Creating the Perfect Design Brief
November 13-14, 2003, Chicago, Ill., USA
January 22-23, 2004, San Francisco, Calif., USA
February 5-6, 2004, London, UK

Taught by Peter L. Phillips, Design Strategy Consultant

A well-crafted design brief can function as a contract, an easy-to-follow road map for the entire design process, and an invaluable tool for securing project approval at the end of the process. This seminar explores all of the critical components of a design brief and how to use them to assure the success of any design project. More information.

"A one-of-a-kind seminar that is much needed for designers and marketing alike. Eye-opening."
—Marie Macaspac, Graphics Manager, Sony Computer Entertainment America

Marketing Graphic Design Services
January 23-24, San Francisco, Calif., USA
Taught by Cameron S. Foote, Principal, Creative Business Newsletter

Without regular and consistent marketing, a firm often finds itself on a feast-or-famine roller coaster at best, and at worst, struggling for its very existence. This seminar has a practical, real-world approach that's ideal for anyone who wants to improve his or her marketing ability, learn techniques for prospecting for new clients, needs to know more about hiring and motivating sales personnel, or would like to achieve a higher success rate in converting presentations into projects. Early registration is recommended, as the first session of this seminar sold out. More information.

“This seminar was valuable in both new ideas and inspiration to do more marketing. I also gained a lot from hearing other design firm owners’ experiences.”
—Karen Shay-Kubiak, Owner, KSK Design, Inc.

Strategies for Designing Meaningful Brand Experiences
February 26-27, Austin, Texas, USA
Taught by Dave Norton, PhD, Vice President, Experience Strategy and Research, Yamamoto Moss
With special guest Gregory Beck, AIA, Architect, Director, Urban Narratives

Fundamental shifts in consumer behavior are occurring. This seminar is designed to help design managers and strategists develop actionable solutions to address these shifts that, combined with recent economic trends and world events, will shape the way consumers live, work, play, and buy. Consumers expect more than brand promises. They want brand truth. This seminar will help you prepare your organization to fulfill consumers’ greatest unmet need: having meaningful experiences. More information.

“What an eye-opening way to look at your business! Dave's seminar exposes you to what every marketer needs to know (and probably thinks he/she already knows, but doesn't) to become or remain successful during these times.”
—Cheryl Rogers, High Affinity Markets, Disney

Using Design Research for Product and Brand Innovation
March 4-5 2004, San Francisco, Calif., USA
Taught by Darrel Rhea, Principal, Cheskin

This seminar empowers design managers to integrate research into the design development process with confidence. It will give managers the tools to become advocates for research that actually produces better design and supports innovation. By knowing how, when, and what kind of research to use in the design process, managers can maintain control of their programs, and produce more effective products and brands. Early registration is recommended, as the first three sessions of this seminar have sold out. More information.

"This seminar is useful to anyone who designs, manages design, or participates in research and has to make decisions about design. It has broadened my perspective on the value and purpose of design research. I will be a more effective advocate for design as a result."
—Janine Heffelfinger, Director Brand Design, General Mills

DMI Publications.

Free Download of the Month
What Clients Want from Consultants
By Mike Tennity, Vice President, Design and Development, KI
Design Management Journal, Summer 2003 , Vol. 14, No. 3

An organization seeks outside expertise to add talent and technology it cannot maintain on a day-to-day basis, to speed up the development of products and services, and to jump-start change and innovation with specialized skills and processes. These contributions can make a real difference. As Mike Tennity asserts, however, their impact is even more profound when the partnership becomes an integral dimension of a client’s culture and strategic thinking.

This free download has expired. Click here to read the executive summary for this article and the opportunity to purchase the article for direct download.

DMI members can download DMI Journal articles for free on the DMI Web site. Visit www.dmi.org/membership for more information.

Design Ireland Week
November 3-8, 2003, Dublin, Ireland
This week-long event includes 14 separate events, ranging from an Enterprise Ireland Conference, to a Graphic Design Business Association seminar, to a Student Creativity workshop. Info: www.designireland.ie/news.asp?id=559.

Collaboration in Hospital Environments
November 6, 2003, Baltimore, Maryland, USA
A regional half-day collaboration seminar, sponsored by the Society for Environmental Graphic Design (SEGD). Info: www.segd.org.

2003 Design College Expo
November 6-9, 2003, Seoul, Korea
This exhibition will be attended by 20,000 students, scholars, and professional designers. It will include an exhibition of graduating student work, information on current educational programs, and presentations. Info: +82-31-780-2227; fax: +82-31-780-2224; email: dcexpo@kidp.or.kr.

Responsible Products and Services: Myth or Reality?
November 11, 2003, Farnham, United Kingdom
This one day event is organized by The Centre for Sustainable Design and the Response Ability Alliance. Info: www.cfsd.org.uk.

Project Management - Taming the Beast
November 14, 2003, Madison, New Jersey, USA
InSource, an association of corporate creatives, is holding its second
breakfast event for corporate designers and design managers. Shel Perkins will be the keynote speaker. Limited to 40. Cost: US$35 nonmembers, US$25 InSource members. Info: www.in-source.org.

Advanced Strategies for Tough Times
November 21-22, 2003, Köln, Germany
This design management symposium is sponsored by Köln International School of Design (KISD). Design is becoming more and more of a strategic and competitive advantage. Experts from a variety of countries will share their ideas and present their hand-on experiences. Info: www.kisd.de, or wolf@kisd.de.

Design Research Society International Conference 2004
Deadline for Abstracts: November 28, 2003
The theme of the conference will be: FUTUREGROUND. The conference will be held November 17-21, 2004 and organized by the Design Research Society, Melbourne, Australia. Info: www.futureground.monash.edu.au.

Red Dot Award: Product Design 2004
Deadline: January 30, 2004
This annual award is sponsored by the Design Zentrum Nordrhein Westfalen. The award attracts more than 4,000 entrants from about 44 countries. Info: www.red-dot.de/registration.

Living Space for the Elderly—Visions for the Year 2050 Competition
Deadline: January 10, 2004
This competition for students on the theme of Universal Design will have a prize pool of 6,000 Euros. Info: www.ifdesign.de.

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