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The Design of Business | The Business of Design
A Design Observer Conference at Yale School of Management November 02 
| 03 2018

Over the course of the past decade, design-driven companies have outperformed the S+P 500 by 228%. Businesses started by designers have created billions of dollars of value, are raising impressive rounds of funding, and are collectively demonstrating how design plays a central role across a range of industries. Design is now recognized as a decisive advantage in countless industries, an essential tool to resist commoditization, and a catalyst for innovation in all fields.

If design is critical to the success of the modern business enterprise, what are the core values and best practices that support that success? What impact is design itself having on the practice and process of business? And what does the business of design actually look like?

Over the course of two days we will look to answer these questions, engaging industry leaders, corporate leadership and their creative leads, bringing together founders, designers, and CEOs to discover the core values and best practices that support design lead business.

Featured Speakers

Ellen McGirt

Fortune Senior Editor

Caroline Baumann

Director, Cooper Hewitt, Smithsonian Design Museum

Indra K. Nooyi

Chairman and Chief Executive Officer, PepsiCo

Mauro Porcini

Chief Design Officer, PepsiCo

Dr. Siona O'Connell

Colgate NEH Professor of the Humanities

Abbott Miller

Partner, Pentagram

Todd Waterbury

Chief Creative Officer, Target Corporation

Jon Iwata

Former IBM Chief Brand Officer & Senior Vice President; Executive in Residence, Yale School of Management

Zita Cobb

Founder and CEO of Shorefast and Innkeeper of the Fogo Island Inn

Dana Arnett

Founder, VSA Partners

Richard Hollant

Principal, Lead Strategist + Design Director at CO:LAB

Erleen Hatfield

Architect, Structural Engineer Atlanta Falcons Mercedes Stadium

Bob Greenberg

CEO, R/GA

Richard Ting

EVP Global Chief Design Officer, R/GA

Jessica Helfand

Host, Design Observer founder

Michael Bierut

Host, Design Observer founder, Pentagram partner

Saturday Symposia

How can a serious investment in design help companies achieve enduring success? How can creative leaders collaborate with executives to catalyze ideas, to mobilize teams? How can design help businesses in the development of value creation at a strategic, but also at a societal level?  
On the second morning of our conference, we will delve into four sub-topics in intimate groups to interact and explore how design is essential to business enterprise. 

Access
Equitable distribution, social currencies, cultural inclusiveness—how does design help articulate and sustain successful businesses?

Apparatus
Data aquisition, privacy protection, creative collaboration, supply-chain operations—how does design help to shape and sustain work flow?

Audience
Design for all: at an enterprise level, at a philanthropic level, and at a social impact level—how does design enable new ways of reaching people and improving the world?

Agility
Needs, roles, investments, operations—how does design help create more flexible systems to support the changing needs of today’s business leaders?

Location

Yale University
School of Management
165 Whitney Ave
New Haven, Connecticut

Location info

Schedule

A final schedule will be announced in September. 

Friday, November 02

8:00 – 9:00 Registration

9:00 – 10:30 Welcome
Jessica Helfand and Michael Bierut
Co-Founders Design Observer and Faculty
Yale School of Management and Yale School of Art

9:15 – 10:30 PLACE: Design as a Spatial Discipline
We begin with the idea of the spaces within which design and business co-exist. Who shapes them, builds and supports and pays for them. How do we design and plan for—and sustain—the communities we serve?

10:30 – 11:15 Networking Coffee Break 

11:15 – 12:30 PEOPLE: Design as a Humanist Discipline
As we welcome machine learning and artificial intelligence and virtual reality into our lives and our businesses, design practice offers a tacit reminder about the people and the communities—and the planet—we serve. Inclusive design is design that puts the human first. How do we design for soul—at scale?

12:30 – 2:00 Lunch

2:00 – 3:15 PURPOSE: Design as a Management Discipline
Design is, now more than ever, a catalyst for interdisciplinary team building, learning, and leadership. How do we use design to support and sustain business health, engagement, and growth over time?

3:15 – 4:00 Networking Coffee Break 

4:00 – 5:30 Continuing PURPOSE: Final talks and Keynote

5:30 – 7:30 Opening Night Party
Peabody Museum

Saturday, November 03

9:00 – 10:00 Registration

10:00 – 12:30 Saturday Symposia

Access: Equitable distribution, social currencies, cultural inclusiveness—how does design help articulate and sustain successful businesses?

Apparatus: Data aquisition, privacy protection, creative collaboration, supply-chain operations—how does design help to shape and sustain work flow?

Audience: Design for all: at an enterprise level, at a philanthropic level, and at a social impact level—how does design enable new ways of reaching people and improving the world?

Agility: Needs, roles, investments, operations—how does design help create more flexible systems to support the changing needs of today’s business leaders?

12:30 – 2:00 Lunch

2:00 – 3:15 PROJECTS: Design as a Practical Discipline
How design + business manifest in a variety of projects.

3:15 – 4:00 Networking Coffee Break 

4:00 – 5:30 Closing Session + Keynote

Tickets

Early bird tickets (available until September 21, 2018): $795.
Regular tickets: $895.
AIGA members receive $100 off ticket prices. 

Buy now!