ID is among a handful of disciplines that really, really values and strives to improve the human condition. Not just intrinsic value—but fundamental, instrumental value. Whatever the world throws at us—digitization, electrification, sensorification, autonomy or connectivity—industrial designers surmount barriers, leveraging them as elements. We make “design at scale.”
Even if your product/solution is the most meaningful, it has to sell on the fair, open market—giving businesses the confidence to invest in and continue the growth of their portfolios. Now, the business world is taking note of the strategic advantage brought by ID to the table. The world’s most innovative companies are declaring solidarity with design—reserving a seat on the board for a chief design officer; assimilating design strategy; or making room for design to influence business strategy significantly.
Business model patterns essentially research the target audience’s desires and meticulously develop meaningful product solutions and relevant ecosystems of experiences to improve the end user’s life—while profiting and—in many cases, keeping a watchful eye on our planet. From Harvard Business Review to Fast Company to The Wall Street Journal—the media, too, has newfound affection for the impact of ID on business—and on a greater scale—the global economy.
Where better to make the case with Design IS Business than in Atlanta, GA—with some of the most compelling speakers at the intersection of design and business; studio and other offsite tours; great parties; and family-friendly attractions. “Among the nation's fastest-growing cities, the Georgia capital is attracting newcomers from around the country and people are looking to this part of the country for culture and commerce like never before,” declares US News & World Report in 2016. Atlanta means business—with a population of five and a half million; 150,000 businesses including some of the most iconic brands in the world; the fifth highest job growth rate in the United States; and quite an emphasis on higher education—with nearly 60 colleges and universities.
The conference will culminate with the grand IDSA International Design Excellence Awards (IDEA) 2017 Ceremony on Aug. 19. Follow the journey to the conference and IDEA using #IDSA17Atlanta and #IDSAIDEA @IDSA on Twitter; Industrial Designers Society of America on Facebook and LinkedIn; and @IDSAdesign on Instagram.
Jeevak Badve, IDSA
Chair, IDSA International Design Conference 2017
Vice President, Strategic Growth, Sundberg Ferar