Posts Tagged ‘Cusp 2013’

Cusp 2013 and the Design of Everything

Friday, September 27th, 2013

pipercusp

Patrick Lynch, City of Chicago Pipe Band and 2013 U.S. National Champion

Chicago is a design city. It is the cradle of mid-century modern architecture. It buzzes — constantly.

I attended the Cusp Conference there a week ago. It had everything from Constance Adams, NASA space architect; to a sword swallower; a Canadian researcher hoping to gaze at the actual edge of the universe from a balloon above the Antarctic this year; to Dave Carroll, the guy who produced the viral video United Breaks Guitars; and — oh, yeah — a bag piper and a teenage rock band. This melange was about the “design of everything”. For the attendees (I would estimate about 90% non-designers) it was an eye-opener to what is going on right now in design. The hackneyed term “Design Thinking” (with apologies to Bruce Nussbaum) has permeated the awareness of the business folks who are shaking things up. What we have called “thinking out of the box” is given a framework and process through design thinking (this time no caps, on purpose).

Maria Giudice of Google

Maria Giudice of Google

There is no magic bullet, no acronym-laced corporate efficiency model here. It’s about thinking outside of comfortable paradigms and just flippin’ doing things differently. And, as Maria Giudice from Google puts it, it’s just plain GSD (Getting Shit Done). Business models are changing. No longer are the good companies looking for cost-efficient ways to do the same thing more cheaply. The good ones are looking for ways to get new things done, to create something that helps their customers, helps the world and is valuable enough that people want to pay for it. It’s about adding real value, not taking away. As Marsha Sinetar says:

Do what you love and the money will follow.

And that doesn’t just apply to individuals. If you put heart into what you manufacture, into the services you provide, people feel it. You have a clear idea of who and what you are as a company. You know your story.

Story telling is what I am most interested in for my work. I love finding the stories that are sometimes buried deep inside companies and bringing them into the light. A good story attracts good employees, good customers, good suppliers — good stuff.  And a good story is the way for people to understand you and become followers, promoters of your company.

I’ll be at Cusp next year, looking into the future of business.