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In
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| Viewpoints |
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October,
2003 November,
2003 Managing
Design for Strategic Advantage Innovation
Summit/2003: Building Platforms for Innovation Creating
the Perfect Design Brief December,
2003 January,
2004 Marketing
Graphic Design Services February,
2004 Creating
the Perfect Design Brief Strategies
for Designing Meaningful Brand Experiences March, 2004 Using
Design Research for Product and Brand Innovation The 8th European
International Conference on Design Management April, 2004 Creating
the Perfect Design Brief May, 2004 June, 2004
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| News & Events Around the World | |||||
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Viewpoints
Editor’s note: The article by Michael McPherson on Redefining ‘Good Design is Good Business’ in the September issue of the eBulletin sparked a good deal of response. Here’s a follow up from one reader.
The final five words of IBM CEO and Chairman Tom Watson’s famed 1975 speech—“good design is good business”—should be the mantra of every smart designer who is paid for his or her work!
What is most important about these words is that the talk was given at the Wharton School of Business by the man who drove his company from revenues of $892 million in 1956 to $8.3 billion when he retired in 1971. The speech opened with the words, “I eventually came to see design become one of the major reasons for the success of IBM.” Watson was talking about making money for himself, his company, and his shareholders, and he recognized design as a strategy to achieve that goal.
Watson believed that good industrial design “must primarily serve people.” Master architect Le Corbusier said good design “is intelligence made visible.” We could discuss what constitutes “good design,” but I suggest that the real issue for designers today and for the survival of good design has more to do with an understanding of the other side of the equation—good business.
Article proposals are welcome! Please email
jtobin@dmi.org.
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The 28th International Design Management Conference
Find out how your company's innovation practices compare to others at the session Managing Innovation for Design, presented by Darrel Rhea, Principal at Cheskin, and one of the country's leading experts on innovation. You will be one of the first to view the results of an important study on innovation trends and best practices commissioned by Cheskin and Fitch:Worldwide. Darrel will share learnings from recent interviews with over 500 senior level executives on how corporate innovation programs are changing.
Jeff Mauzy, organizational creativity expert, and coauthor of Creativity, Inc., will present the keynote session, Understanding, Establishing, and Enhancing Inventive Organizations. Jeff will facilitate the conference opening session, a conference dialogue session, and various informal discussions during the conference. He will also present an optional workshop on Sunday, October 19: Guerrilla Listening: A Workshop Exploring the Flip Side of Creating. All conference attendees will receive a complimentary copy of Creativity, Inc.
If you have never experienced this unique event, now is the time to register and secure your spot. Please visit the DMI Web site for a complete listing of the conference speakers, a current schedule, and hotel information. DMI is offering nonmembers a special combined membership/conference registration package; visit the registration page for more details, or call DMI at 617-338-6380, or email dmistaff@dmi.org.
Innovation Summit/2003
The keynote session will be Innovation: Some Weird (and Not So Weird) Ideas That Work, presented by Professor Robert Sutton of Stanford University, author of Weird Ideas That Work: 11 1/2 Practices for Promoting, Managing, and Sustaining Innovation. The book was named one of the best ten business books of 2002 by Harvard Business Review.
Other speakers include Peter Coughlan, Practice Leader, IDEO; Lee D. Green, Director of Design, IBM Corporation; Bettina von Stamm, Ph.D., Head, Innovation Exchange, London Business School; and Mark Stefik, Ph.D., Manager, Information Sciences and Technologies Laboratory, Palo Alto Research Center.
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. |
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Managing
Design for Strategic Advantage 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.
Creating
the Perfect Design Brief
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.
Fast
Track Your Experience Strategy
You’ve nailed your brand strategy. What’s next? Brands that do not live up to the experience they promise put themselves at risk of being commoditized. The next step is defining your experience strategy. An experience strategy helps you define everything holistically; from how anticipation is built, to the most important interactions your customers have and the memories that they form. More information.
Marketing
Graphic Design Services
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.
Strategies
for Designing Meaningful Brand Experiences
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.
Using
Design Research for Product and Brand Innovation
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.
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Download of the Month
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| News & Events Around the World International
Design Forum: The Human Touch
XX
Icograda Congress & General Assembly: VISUALOGUE
Human
Factors and Ergonomics Society 47th Annual Meeting
6th
Asian Design International Conference
HITS
2003: Humans | Interaction | Technology | Strategy
2003
About, With and For Conference
The
Power of Design: AIGA National Design Conference
Rome
Prize 2004
2003
Design College Expo
Living
Space for the Elderly—Visions for the Year 2050 Competition |
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Andrew Hoffman
Time
is running out to sign up for the premier design/business event
of the year. This year's Cape Cod conference has attracted a diverse
and impressive list of registrants. Some of the companies represented
include: AOL,
Black & Decker, Bose, Caterpillar, Crown Equipment Corporation,
Design Continuum, Eastman Kodak, EMC Corporation, Ernst & Young,
GlaxoSmithKline, Herman Miller, Johnson Controls, Kohler, Kraft
Foods/Oscar Mayer, Lippincott Mercer, Microsoft, Motorola, Norfolk
Southern, Pitney Bowes, Procter & Gamble, Siegel & Gale,
State Farm Insurance, T. Rowe Price Group, The Boeing Company, The
Scotts Company, Unilever Best Foods, UPS, Wallace Church, and Ziba
Design.
This
year's DMI Summit will be held on the campus of Stanford University,
and is cosponsored by the Center for Design Research. The summit
is designed to be an interactive forum for learning, with a mix
of featured presentations and intense structured discussion sessions.