Bruce Nussbaum
Professor of Innovation and Design, The New School
Appearing at BIF-6
Long Live Design
Earlier this year, in a BusinessWeek blogpost, BIF-5 co-host Bruce Nussbaum declared innovation to be dead. “‘Innovation’ died in 2008,” he wrote, “killed off by overuse, misuse, narrowness, incrementalism and failure to evolve.” Continuing, he added, “In the end, “Innovation” proved to be weak as both a tactic and strategy in the face of economic and social turmoil. It couldn’t get us safely through the troubles of 08. Most importantly, “innovation” cannot guide us into an uncertain and tumultuous future.”
His provocative point of view begs a follow-up question: If innovation can’t do it, then what exactly can guide us in this uncertain future?
Nussbaum’s answer lies in a space that he’s been writing about for over 30 years—design. (Or, ‘design thinking’ for those inclined to use the latest lingo.)
“There is no limitation to its power,” he says. “It’s a way of thinking about doing on a strategically big scale—a new learning experience for all children, a better health-care experience for older people, a more honest political system for voters.”
There are many natural abilities built into the design process that give it so much heft: from its ability to create new products, services and experiences, to its ability to formulate deep understanding of people and cultures. Yet makes Nussbaum so certain that design holds the key to change, is its ability to redesign large-scale social systems: “Design gives people the ability to be one with the consumer culture–to be anthropologists and sociologists and deeply understand the myriad of cultures around them. It has a set of tools and methods that can guide us towards a much better way of doing things.”
Organizations are taking notice. Harvard, Rotman, McKinsey, P&G, Dell, Samsung and Harley-Davidson have all jumped on the design train. Even the stodgy World Economic Forum has embraced the idea, inviting Nussbaum to join its new Global Agenda Council on Designing Large-Scale Social Systems. “The field of design is evolving at an amazing clip, moving into new and exciting spaces. And with that, the business model of design is changing as well,” he says.
BIF-5 marks Nussbaum’s second appearance at the Summit. Since last year’s event, he’s transitioned himself from Managing Editor of Design and Innovation at BusinessWeek to Professor of Innovation and Design at The New School at the Parsons School For Design. And while he maintains a contributing editor title at BusinessWeek, blogging, videoing and writing for the magazine, Nussbaum’s focus now is on guiding the next generation innovator. “There is a big gap between design practitioners (at least at the top consultancies) and design educators that must be filled,” explains Nussbaum.
In January, he launched the university’s core lecture series “Life in Beta” to show students how design tools, methodologies and approaches can move us forward in today’s environment. His class focuses on the demographic, technological, cultural, economic and political changes that are disrupting our social organizations and personal lives. “I really want to push students to think widely about the forces shaping their lives,” explains Nussbaum. “Gen Y is perhaps the most dynamic cohort and it’s critically important they learn to harness the tools and methods of 21st century design.”
To get students to understand these forces at play, Nussbaum invited some of the top minds in innovation and design to speak – people like Roger Martin, Yves Behar, Grant McCracken and John Thackera, to name a few. And in true cross-disciplinary fashion, the makeup of the class comprises students from all over The New School, including product, graphic, communication and technology designers as well as design management students.
“I’m blown away by the talent here at The New School. One group of my students showed me research into Gen Y communication that is worth at least $1 million to a packaged goods company. Another team came up with a sophisticated business plan involving a beautifully designed, corn-based water bottle that can be used for compost. These design briefs were so good, I just rocked in my seat.”
Nussbaum continues to find inspiration in the oddest of places, in search of people who demonstrate the power of design at its best. “Today, authenticity and credibility are what we value most,” he says. “It’s why I’m here, at BIF-5, returning to co-host this unique experience. Where else can you interact with some of the most talented innovators in the world?”
