| The 27th International Design
Management Conference
Fusing Design, Strategy, and Technology
October 20-24, 2002
Chatham, Cape Cod, Massachusetts, USA
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information about this conference
The Future of the Internet
John Patrick, President, Attitude LLC, Author, Net Attitude
It is a given that the Internet is transforming almost every aspect
of our lives. And we know that even larger changes are coming as
the Internet becomes faster, more robust, and more versatile. John
Patrick, a leading Internet visionary, believes the next generation
of the Internet is about to make today's Internet seem primitive.
His session will bring to life his vision of the next generation
Internet—a network that will be fast, always on, everywhere,
natural, easy, intelligent and trusted. Patrick will provide an
exciting vision about the power and the potential of the Internet
and how it will provide significant advances in ease-of-life. He
will discuss the emerging key opportunities, and their potential
limitations. More importantly, he will offer a visionary glimpse
from his book Net Attitude, of the future beyond the Internet as
we know it.
Member
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Organizing to Learn
Amy Edmondson, Associate Professor, Harvard Business School
In her presentation, Edmondson draws from field research in a variety
of organizations to present strategies for promoting organizational
learning and change. An understanding of the interpersonal risks
people face when working interdependently with others is a driving
force behind the effectiveness of these strategies. Key issues include
the importance of psychological safety for individual creativity,
team learning and organizational change, and, the need for dramatically
different approaches to managing people to ensure reliable performance
versus managing to enable learning. As design encompasses needs
for both reliability and novelty, Edmondson concludes with interpersonal
tactics for design managers to cope with this tension.
Member
Download PDF Presentation (0.3 MB)
Invisible Advantage: How Intangibles are Driving
Business Performance
Pamela Cohen Kalafut, PhD, Research Fellow, Cap Gemini Ernst
& Young, Co-Author: Invisible Advantage
People. Ideas. Leadership. Relationships. These are the intangible
assets—or invisible advantages—that drive economic performance.
These intangibles don't show up on a traditional financial statement
but are revolutionizing business today. Employers desperately need
better methods to identify, measure, and, ultimately, value individuals.
To succeed, design managers need a deeper understanding of these
issues. This session will focus on research the Center for Business
Innovation has conducted on leadership, strategy execution, and
innovation, demonstrate how the markets value such intangibles,
and outline what design managers can do to identify, measure, and
manage these invisible assets.
Member
Download PDF Presentation (0.6 MB)
Ask the Right Questions: Creating the Answers
that Work
Gerald Nadler, Professor Emeritus, University of Southern California,
Author, Breakthrough Thinking.
William Chandon, Vice President, The Center for Breakthrough
Thinking
While design management, branding, ecommerce, and related content
knowledge is valuable, knowing how to use the content for your competitive
advantage through fusing knowledge and creativity is critical, and
will give you considerably more power. This power is generated when
you ask the right questions. Question Forward, the how-to-use mental
model presented here, lets a person and group ask the right questions,
in the right way, in the right order, at the right time, in developing
creative and usable living solutions. Interactive cases will demonstrate
the benefits of Question Forward's foundation, action, and organization
questions.
Member
Download PDF Presentation (0.6 MB)
Culture Clash: Integrating the Opposite Forces
of Creation and Production
J. Douglas Field, Vice President of Product Development, Segway
Scott Waters, Industrial Design Manager, Segway
Most product development organizations know the importance of successfully
integrating upstream development with those of downstream activities,
like manufacturing. Is it really possible to integrate the fundamentally
opposed people and activities of creation, and production? Field
and Waters will focus on the difference between "ideation-focused"
and "execution-focused" cultures, and the need to marry
the two to consistently deliver successful, innovative products.
As an example, there will be an examination of the innovative Segway
product and how an integrated development culture was crucial to
its success.
Member
Download PDF Presentation (2.8 MB)
Modern Brands in a PostModern World: Paradoxes,
Stories and Reflections
Andrew Zolli, Futurist
Our accelerating culture is an atom smasher, with people and brands
colliding at ever-higher speeds—and the results are weirder,
and more telling, than we could ever have imagined. Beyond the often
sterile world of "Brand Value Management," "Corporate
Image" and the like, the lived world of brands reveals itself
as a cauldron bubbling over with complex meanings, ambiguities and
paradoxes. This field tour of the contemporary culture of brands,
seen through the eyes of a futurist, provides a conceptual framework
for looking at how people and brands are entangling in ever more
interesting ways, and what this might mean for the future of both.
Member
Download PDF Presentation (4.2 MB)
Keeping a Big Identity, Big!
Edward Kensinger, Manager, Corporate Identity & Design,
Siemens Corporation
Siemens is a household name in almost 190 countries worldwide.
Although conducting business in the US for more than 50 years, the
company is just establishing a meaningful brand presence. Many customers
know the company in a single vertical market but are not aware of
Siemens breath and depth. How does such a large diverse company
communicate 'one voice' to the customer while allowing for individual
messages in various market sectors? Kensinger will detail the tools
and steps the company has taken to establish a brand presence in
the US across these sectors, the creation of a new global campaign
and its extension and adaptation into the world marketplace.
Member
Download PDF Presentation (0.2 MB)
Strategy, Technology and Design: Implementing
Your Customer Experience
Carol Moore, Executive Consultant, IBM Corporation
Most marketers agree on the need for a consistent customer experience
across a company's marketing channels. But how do you get it done
and manage the transformation (not to mention chaos) that follows?
Moore explains how to develop a powerful fusion built on business
strategy, technology, and experience design skills, and how to unleash
this fusion to capitalize on channels for customer value and business
benefit. Full of practical advice, this presentation will show through
successful examples how, and, why to "push the envelope"
toward results that have eluded many e-businesses.
Member
Download PDF Presentation (1.1 MB)
Building an Integrated Bank Brand
Lynne Kilpatrick, President, Spencer Francey Peters, Inc.
Rick White, Vice President, Brand and Marketing Management, Scotiabank
The heyday of the marketing era is coming to a close. The goal
is no longer to test ideas on consumers and to figure out how to
sell new products and services to them. The new goal is to discover
what everyday people will find most useful and desirable in their
future lives and deliver it to them. The search for deep need and
real delight demands a different approach to research for the design
development process, challenging our criteria of what research is
and should be. This presentation will outline the new criteria for
generative search and demonstrate these ideas with case studies
and examples.
Member
Download PDF Presentation (15.2 MB)
Searching for Deep Need and Real Delight
Elizabeth Sanders, Founder and Partner, SonicRim
The heyday of the marketing era is coming to a close. The goal
is no longer to test ideas on consumers and to figure out how to
sell new products and services to them. The new goal is to discover
what everyday people will find most useful and desirable in their
future lives and deliver it to them. The search for deep need and
real delight demands a different approach to research for the design
development process, challenging our criteria of what research is
and should be. This presentation will outline the new criteria for
generative search and demonstrate these ideas with case studies
and examples.
Member
Download PDF Presentation (2.8 MB)
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