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In this issue:

Viewpoints

Calendar of Upcoming DMI Events

September
Strategies for Designing Meaningful Brand Experiences
September 11-12, Miami, Fla., USA

New! Marketing Graphic Design Services
September 12-13, Chicago, Illinois, USA

Managing Design for Strategic Advantage
September 18-19, San Francisco, Calif., USA

Creating the Perfect Design Brief
September 25-26, Seattle, Wash., USA

DMI Europe Launch
September 26, Design Council, London, UK

October

Using Design Research for Product and Brand Innovation
October 2-3, New York City, USA

Fast Track Your Experience Strategy
October 9-10, Colorado Springs, Colo., USA

The 28th International Design Management Conference
October 19-23
Cape Cod, Massachusetts, USA

November
2003 Design Leadership Summit
November 1, 2003, Shanghai, China

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

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

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

Redefining "Good design is good business"

The 28th International Design Management Conference
Innovation Roundtable/2003
2003 Design Leadership Summit—Shanghai

Featured DMI News

Launch of DMI Europe

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

Free Download of the Month
DMI Book Center Updated

London Design Festival 2003/World Creative Forum
Events

Viewpoints

For designers there is nothing like a recession to stimulate thinking about the value of design. If IBM legend Thomas Watson, Jr. is right that “good design is good business,” why aren’t clients lining up for our services? Designers have practically deified Watson for entitling his 1975 Wharton School of Business lecture with these five words, and we would love to believe they are true. (Or rather we would love it if our clients believed they are true.) That the man who transformed his father’s comparatively modest business into an industrial behemoth could at least partially attribute his success to design should be a boon to our profession. And Watson’s credibility is enhanced by the fact that under his reign IBM hired a pantheon of great designers—Charles and Ray Eames, Eero Saarenin, and Paul Rand among them. But if only designers are reciting this mantra, it is not doing us a lot of good—and it could be clouding our view of where the value of design actually rests.

Read the complete article

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

DMI Conferences

The 28th International Design Management Conference
Managing for Design’s Role in Enterprise Leadership
October 19-23, 2003
Chatham Bars Inn, Chatham, Cape Cod, Massachusetts, USA

For nearly three decades the DMI annual conference has been a must-attend on the calendar of leading design and management professionals around the world. The reputation of this conference has been built from a combination of incisive presentations, energetic discussion groups, and interaction with other attendees. The seaside Chatham Bars Inn has proven a distinctive and popular destination with its retreat-like atmosphere and elegant, traditional Cape Cod ambiance.

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 and a current schedule. 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. Also, don't forget the optional workshop on Sunday, October 19: Guerrilla Listening: A Workshop Exploring the Flip Side of Creating.

Hotel Cutoff Date is Almost Here!
The reservation cutoff date at the Chatham Bars Inn is September 5, 2003. After this date the Inn will be open to the general public and reservations will be accepted on a space available basis only. You are strongly encouraged to make your reservation at the Inn as soon as possible! Reservations are made directly with the Chatham Bars Inn. Please visit the hotel page on the DMI Web site for more information.

Free Sample Conference Presentation!
As a service to eBulletin readers, DMI has made available a free sample presentation from the 2002 Cape Cod Conference:

The Future of the Internet
John Patrick, President, Attitude LLC, Author, Net Attitude

This presentation incorporates the audio and PowerPoint slides from John Patrick's well-received session. We encourage your feedback on this new format!

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

Active learning from the best and the brightest is a core value of DMI. The Innovation Roundtable Program has been developed to provide a forum for thought leaders to engage in provocative learning exchanges. This unique new event will be held on the campus of Stanford University in conjunction with the Stanford Center for Design Research. The Roundtable is designed to be a forum for provocative learning exchange, with a mix of featured presentations and intense structured discussion sessions.

Featured Presenters:
Innovation: Some Weird (and Not So Weird) Ideas That Work—Professor Robert Sutton, Stanford University
Forward Thinking through Transformation by Design—Peter Coughlan, Practice Leader, IDEO
Design’s Role in Distributed Innovation—Lee D. Green, Director of Design, IBM Corporation
The Power of Modular Platforms to Transform a Business:
Creating the "Sunshine Platform" for Philips' Electric Toothbrush Business—Ron Sanchez, Ph.D., Visiting Professor of Management, Copenhagen Business School and Linden Visiting Professor of Industrial Analysis, Lund University, Sweden
Innovation Strategy: Gaining Top Management Support for Innovation—Bettina von Stamm, Ph.D., Head, Innovation Exchange, London Business School
Materializing Culture: An Examination of Culturally Driven Innovation—Michael Barry, Principal, Point Forward; Dev Patnaik, Jump Associates
Voices of Innovation—Mark Stefik, Ph.D., Manager, Information Sciences and Technologies Laboratory, Palo Alto Research Center; Barbara Stefik, Ph.D.
Voice Interfaces: The Psychology and Design of Interfaces that Talk and Listen —Clifford I. Nass, Ph.D., Professor of Communication, Stanford University

This exciting event promises to be an interactive gathering of leaders in a stimulating environment of meaningful exchange. For more information about the roundtable, visit the program, schedule, registration, and hotel pages on www.dmi.org.

2003 Design Leadership Summit
November 1, 2003
Shanghai International Convention Center, Shanghai, China

As China enters WTO and pursues liberalization of the world’s markets, its companies must use design management to compete with the best companies in the world on a level to capture customers and enhance market share. Executives in Hong Kong, China and other Asian countries have the opportunity to learn how successful companies set themselves and their products and services apart from their competitors from the president of DMI, Earl N. Powell, who will present in person the principles and the strategy of design management.

Featured Speakers:

Earl N. Powell, President, Design Management Institute
David W. Norton, Vice President, Experience Strategy & Research, Yamamoto Moss
Gregory Beck, AIA, Architect; Director, Urban Narratives 

Stay tuned to the DMI Web site for more information about this event in the coming weeks.

Featured DMI News

Launch of DMI Europe
New Challenges for Design in the 21st Century
September 26, 2003, 12:30-16:00
Design Council
34 Bow Street, Covent Garden, London, UK

To help meet the challenges design managers are facing in our complex world economy, the Design Management Institute is pleased to announce the formation of its first satellite organization, DMI Europe. The launch of DMI Europe is being hosted by the Design Council in London and will include briefings by several senior European business leaders. In regard to the launch, Earl Powell, DMI President, said, “For the last seven years we have been holding an annual design management conference attended by design managers committed to design leadership from all over Europe. DMI Europe will give these design managers a regional forum to accelerate their development.”

The European design and management community has become a focal point for design leadership and is helping shape the future of design management. Senior design executives from all over Europe are expected to attend the launch, participate in the forum and organize future DMI Europe meetings and programs. The DMI Europe inaugural launch will take place during the London Design Festival.

DMI Europe Forum:
Host: David Kester, CEO, Design Council
Chair: Raymond Turner, Principal, Raymond Turner Associates
Vice Chair: Fennemiek Gommer, Managing Partner, SCAN Management Consultants
Welcome: Earl Powell, President, Design Management Institute

Perspectives on Design's Role in Finland's Future
Dr. Krister Ahlstrom, Senior Industrialist, Helsinki, Finland

Reflections on Building a Design Culture
Javier Nieto Santa, President, Santa & Cole, Ediciones de Diseño, S.A., Spain

There will be no charge for this inaugural event, and space is limited to only 75 attendees. If you plan to attend, please RSVP dmistaff@dmi.org. A light lunch will be served at 12:30. Visit the DMI Web site for more information about this event and DMI Europe.

DMI Education

Strategies for Designing Meaningful Brand Experiences
September 11-12, 2003, Miami, Fla. USA
Taught by Dave Norton, PhD, Vice President, Experience Strategy and Research, Yamamoto Moss

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.

“This workshop was rich with content that can be applied immediately to any business, and Dave made the learning experience entertaining, interactive, and fun.”
—Robert L. Crawford, Director of Principal Gifts, Babson College

New! Marketing Graphic Design Services
September 12-13, 2003, Chicago, Ill.
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. Today more than ever, there's a strong correlation between the success of a design firm and the effectiveness of its marketing efforts. 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. Space is very limited, we encourage you to register as soon as possible! For those unable to attend, another session will be held in San Francisco in January. More information.

Managing Design for Strategic Advantage
September 18-19, 2003, San Francisco, Calif., USA

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.

“I feel like I have a whole new arsenal of tools and techniques for success in my career.”
—Rebecca Bardol Marino, Design Services Manager

Creating the Perfect Design Brief
September 25-26, 2003, Seattle, Wash., USA
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

Using Design Research for Product and Brand Innovation
October 2-3, 2003, New York City, 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. More information.

"Darrel is wonderful—articulate, engaging, great anecdotes, and keeps it moving."
—Uday Gajendar, Interaction Designer, Oracle Corporation

Fast Track Your Experience Strategy
October 9-10, 2003, Colorado Springs, Colo., USA
Taught by Dave Norton, PhD, Vice President, Experience Strategy and Research, Yamamoto Moss

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.

“This has been an awesome seminar with an awesome instructor. It was engaging, entertaining, and I learned a lot. Thanks!”
—Jennifer Mayhall, Design Director, Thomson/South-Western

DMI Publications.

Free Download of the Month
Where is Design Consulting Headed?

By Michael Eckersley, Managing Principal, HumanCentered; Tony Spaeth, Tony Spaeth/Identity; Ton Boorsboom, President, GE/Fitch; Neil Johnston, Lippincott Mercer; Christine Hesse, Principal, Hesse Design
Design Management Journal, Summer 2003, Vol. 14, No. 3

The Design Management Journal asked five design principals, “In the past five years, what are the most significant changes in the world of consulting?” The five consultants represent the diversity of talents in this field and articulate the new century's blend of opportunity and challenge.

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.

DMI Book Center Updated

The DMI Book Center has recently been reorganized and updated with ten new reviews of some of the best books about design, management, and business. The reviews have been taken from recent issues of DMI News & Views and from the DMI Journal. All books are sold through the DMI amazon.com Associates program.

Featured News

London Design Festival 2003
September 20-28, 2003, London, UK
The first London Design Festival will promote and celebrate London as the creative capital of the world. The festival will feature over fifty events including openings, exhibitions, receptions, seminars, screenings, lectures, tours, and parties and include participation from more than thirty organizations.

World Creative Forum
September 23-25, 2003, London, UK
The World Creative Forum—a two-and-a-half day conference—will be held in conjunction with the London Design Festival. Presenters include Antony Gormley, Will Alsop, Bruce McLean, Michael DaCosta, Freda Sack, Chris Wilkinson, Shin Azumi, Nicholas Arroyave Portela, Iain Sinclair, Igor Aleksander, Helen Storey, Ilse Crawford, Marc Boothe and many more.

Visit the World Creative Forum Web site to view a new movie giving you a chance to win two free tickets to The World Creative Forum. To enter the competition, visit www.worldcreativeforum.com/competition to see the second in a series of clips to entertain you.

Events

2003 ICSID Congress and XXIII General Assembly
Congress: September 7-10, 2003, Hanover, Germany
General Assembly: September 12–13, 2003, Berlin, Germany
Theme: Reflecting Experience—Design between industrial innovation and enhanced user services. Info: www.icsid.de.

BraunPrize 2003 Awards and Exhibition Opening
September 15, 2003, Braun GmbH, Kronberg, Germany
If you would like to attend this event, please send a brief e-mail to info@braunprize.com with your postal address.

Carnegie Mellon School of Design Fall 2003 Lecture Series
September-November 2003, Pittsburgh, Penn., USA
Guest speakers include Susan Rockrise, Creative Director for Intel (Sept. 30, Kresge Theater); Scott Summit, Owner/Principal of Summit ID (Oct. 20, Mellon Auditorium); and Chaz Maviyane-Davies, Designer and Filmmaker (Nov. 11, Kresge Theater). Info: www.cmu.edu/cfa/design, or contact Deborah Wilt at 412-268-2828.

iF Design Award 2004
Deadline for registration: September 30, 2003
The iF award is regarded as one of the most important design competitions worldwide. Info: www.ifdesign.de.

International Design Forum: The Human Touch
October 2-4, 2003, Singapore
Design embraces not only aesthetics but also market research, usability, safety, ergonomics, environmental sustainability, new technologies, logistics and consumer experience. Learn how design can be leveraged to strengthen businesses at the conference keynotes and multiple tracks featuring business, design and education perspectives. Info:www.intldesignforum.com.

XX Icograda Congress & General Assembly: VISUALOGUE
October 8-13, Nagoya, Japan
The Congress will review the fundamental role of visual communication in the 21st Century from diverse perspectives and contrasting global environments. Info: nagoya.icograda.org.

HITS 2003: Humans | Interaction | Technology | Strategy
October 16-17, 2003, Chicago, Illinois, USA
A conference on interaction design and business strategy, sponsored by Institute of Design at the Illinois Institute of Technology, and held at the Chicago Historical Society. Info: www.id.iit.edu/events/hits.

The Power of Design: AIGA National Design Conference
October 23–26, 2003, Vancouver, British Columbia, Canada
Designers will play critical roles in the success of our rebounding economy—both as agents of social change in a complex world and as leading architects of sustainable solutions for a troubled planet. Info: powerofdesign.aiga.org.

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