#IDSA17Atlanta: The Dichotomy of Design & Business

Chris Kaye, IDSA, is VP of research and technical innovation at US Endoscopy, a subsidiary of STERIS, driving innovation and manufacturability from concept through product release. At IDSA’s International Design Conference 2017 in Atlanta, in “The Dichotomy of Design and Business,” Kaye finds that despite the fact design thinking and its disciplines have garnered much credibility and respect in recent years, the actual financial decisions and priorities are often based on intuition and marketing.