Bruce Nussbaum summarizes the day's key points.
Bruce Nussbaum is a professor of innovation and design at The New School and an assistant managing editor for BusinessWeek, responsible for coverage of design and innovation. He is founder of the Innovation & Design online channel, founder and editor of IN: Inside Innovation, a quarterly innovation supplement, and blogger on NussbaumOnDesign. He appears weekly online in the video feature “Ask The Innovation Guru.” He is also an essayist and commentator on economic and social issues, and he leads workshops on design and innovation at the World Economic Forum in Davos, Switzerland.
The IIT Institute of Design Strategy Conference is an international executive forum addressing how businesses can use design to explore emerging opportunities, solve complex problems, and achieve lasting strategic advantage.
Global businesses increasingly appreciate how design and design thinking can provide them with high-level, strategic value and competitive advantage. In an intensely competitive market, with ever more diverse and demanding customers, executives are often left unsure of exactly what products, communications and services to create for what segments of the market. Design, with its ability to understand users, redefine problems and create systemic, human-centered solutions, can help companies better understand their customer's daily lives, and lead directly to valuable (and valued) offerings that are effectively tailored to their market.