2011NortheastDistrictConferencebg

Because some speakers are still finalizing and polishing their presentations, we will add their presentation information on a continuing basis as it is received. Please check back often for the latest updates.

CORPORATE — Friday, April 8: 4:45-5:45 PM

As designers, we focus on users and their experience, but in the vast majority of cases, a business must turn a profit to survive. Design adds value, but it’s a value that’s often difficult to measure, and businesses are focused on metrics. In this environment, how can design get a place at the business table? And beyond the design division, what can design thinking offer to businesses? How do we Design4 Business Growth?

• Design has Won!  So Why Aren’t Designers Happy?
  For years, designers have been trying to convince business leaders that there is value in design.  Without quantifiable data, design used case studies of individual success stories where design improved market share, margins and, in some cases, created entirely new markets. Over time, business has not only understood the value of design, but adopted its practices.  Businesses now speak of gaining competitive advantage through design-thinking, creating innovative products and services and delivering superior customer experiences.  Design has become a part of organizations as diverse as P&G, GE and Samsung. But what has been good for design has not necessarily been good for designers.  What does the increasingly blurred future of design and business mean for designers?
  Anthony Pannozzo, principal, Design Continuum

• “New” Mr. Potato Head - The Starch Reality of Refreshing an Icon
  Toy manufacturers bear the huge responsibility of providing children with fun and safe play experiences, plus the development of mind, body and spirit. They author treasured childhood memories of favorite toys, characters and entertainment that are foundations of who we become. So how would an industrial designer re-bake a universally adored plaything, movie star, beloved brand, corporate icon and spokes-spud without getting foiled? What’s the real toy story behind the recent Mr. and Mrs. Potato Head bake-over? Plug in your eyes and ears to learn how the Playskool® preschool design team promoted their concept to management without getting mashed, and unearthed the recipe for success that’s rooted in play, story, style and ongoing global a-peel.
  Wayne Marcus, senior director of Playskool® Preschool Design & Development,  Hasbro

ENTREPRENEURSHIP — Saturday, April 9: 10 -11:30 AM 

As compared to other fields, a disproportionate number of designers strike out on their own to start their own businesses. What are the routes entrepreneurs have taken to success? What are some of the pitfalls? How can you Design4 your own Business Growth?

• The Design-Driven Startup
  Don't want to work for the man? Have a vision to build something that will change the world? Learn from a Betaspring co-founder about turning a big idea into a company, how new technologies are enabling design-driven startups to reach customers and how you can start small and scale big.
  Allen Tear, managing partner, Betaspring

• The Challenger Challenge - know what you're challenging and challenge it - by design!
  There is a difference between armchair entrepreneurs and the people who change the world for the better. These Challenger brands don't come along every day, but when they do they have the power to change the world. Challenger brands bravely challenge existing paradigms to create new thoughts and expressions for brands – and redefine categories. Challengers understand that design is at the heart of a brand. It is the embodiment of change and can make the big point of difference to build success. Mike Branson, managing partner of global design agency Pearlfisher, will discuss Challenger brands and how today's challengers can become tomorrow's global Icons by putting brand identity at the core of their communication. True Challenger brands have the opportunity to change the way we think, act, feel and live—and design the future.
  Mike Branson, managing partner, Pearlfisher

• THE REAL WORLD:  Design
  IDSA just gave birth to a new genre. It’s called "Reality PowerPoint." Get a glimpse of starting, running and growing a design consultancy from a guy who has done it three times. What do you need? Do you have what it takes? Is it what you thought it would be? What are the keys to success? Come watch and learn from a 26-year veteran.
  Brian Matt, founder & CEO, Altitude

Workshops
Friday, April 8, 11 AM - 12:30 PM

Boost Your Firm's Cash Flow in Cash Strapped Times
Learn how your firm can effectively manage cash flow or how to access capital when you need it most. Many design firms have struggled with the complexities of managing cash flow for years. Today most design consultancies are facing the most challenging period in their history, and these times call for special attention and some creative ways to bolster cash flow.  Get tips on some ways design firms can access capital in a time when banks seem less likely to help.
Gary Eisenkraft, principal, Eisenkraft CPA & Consulting Services

2011 IDSA Northeast Conference