The media often focuses on the creative talent, presenting designers as some kind of magicians that shape and forge the cutting edge. However, behind the glamorous surface decisions are made by people at the top, company owners, CEOs and design directors. They decide who will be granted the opportunity to make a difference. To what extent are these business leaders risk takers? To what extent are the designers they select risk takers? Does the concept of a design avant-garde play a part here, or is it just a matter of the bottom line? What is the difference between supporting creativity and innovation, and just promoting fashion and trends? Is there a healthy balance between the two, and if so, what does it look like? What are the motivating forces behind the decisions about the future of international design?