Martha Cotton
Partner
gravitytank
Cotton has led gravitytank’s research discipline since the spring of 2008 when she joined the firm. The applied ethnographer and business consultant has worked at eLab, Sapient, Hall & Partners and HLB with clients such as General Mills, General Motors, Johnson & Johnson and Fidelity Investments.
Cotton currently serves as adjunct faculty at Northwestern University’s Kellogg School of Management and McCormick School of Engineering. She’s the former co-chair and current advisory committee member of the Ethnographic Praxis in Industry Conference. She also is a contributing author in “The Handbook of Anthropology and Business.”
6 Principles for Working Differently
Cotton will speak about the role design can/should play in business, specifically focusing on the growing trend of organizational culture shift. Following a demand for new ways of working and problem solving, businesses and business school curricula are embracing a set of corporate values and “ways of working” that have their origins in design. This is more than design thinking—this is corporate behavior change—moving from thinking to doing.
