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What we should not underemphasize is Dr. Martin's call to the business leaders: Think. Become more like designers. In a world where innovative is truly strategic, creativity is an imperiative.
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Old kinds of marketing are expensive and generate little real value. New kinds of marketing reduce costs. New kinds of marketing create innovative solutions while minimizing risk. They create authentic customer experiences. They build brand. New kinds of marketing kicks ass.
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Design and design policy can make change and new ideas less scary.
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A few years ago while returning home from a trip to San Francisco I had a short lay over in the Salt Lake City airport. I browsed through the airport book store and picked up a copy of "Made To Stick." I had read some very positive reviews
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"You can observe a lot by looking," Yogi Berra once said. You can look at Matt's work at http://www.designheals.com.
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It's been a busy week here in Lake Woebegone, my home town. Last Friday I gave a keynote address at High Point University for its conference on design, arts and technology. I was impressed by the campus and the activity I found there. This year's theme
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The opportunity for the design profession to redefine its own value is now. We will lose out again if we defend old models of ownership that are increasingly irrelevant.
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Bush was our first MBA president. I think it's fair to claim Obama as the first, modern 'design thinking' president.
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'Engagement' is the new word. Gallup presents a new kind thinking aimed at the most relevant business management practices for today's work forces. It is non-intuitive to most current corporate leaders and managers.
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Competitive workforces must be more creative. Organizations that want to compete need to pay attention.
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Uncompromising consumers demand authenticity, transparency and true value. The will not accept anything less. Competitive brands have to grasp this new kind of customer. And by doing so well, these brands can identify new ways to compete.