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Design@Business: Creating Design Ecosystems
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Toby Haug

Head of Design & Co-Innovation Center, Europe, SAP











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Session Description:



This session will illuminate the path that SAP took as it “stumbled towards success” in it’s process to institutionalize design. Toby will share how the commitment to elevating design with internal stakeholders, customers and partners contributed to the formation of design networks that are increasing knowledge sharing, building capacity, and growing design.  


Toby will also present on the Panel: How to Run and Juggle at the Same Time: The Business of Design



Over the last 16 years, Toby Haug has gathered international experience in a broad variety of fields – from zoology, consulting, software design, and management. With over 12 years experience leading design teams, he is a firm believer in the role of design management in establishing design practices within ‘traditional’ business environments and mentoring conditions in which design moves from tactical to strategic value. He currently leads a highly-networked international design team within SAP, a global enterprise software company, with the purpose of establishing design as an integral part of their relationship with customers and partners. He is also a passionate evangelist of modern management principles which place a high value on adaptive teams, self-driven organic structures, strategic improvisation, and creative flexibility.



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