Where does the individual cultural view fit into the global perspective?
It opens the way for those breakthrough ideas that are deeply culturally based, authentic and original. For instance, we work with a big Korean company involved in export markets. Traditionally they have done design research by looking at other products. But over and over, we remind them to do research that includes their own cultural origins. A breakthrough product comes from a deep cultural awareness and interpretation as well as market savvy. Is appreciation for design greater today? The companies that appreciate and embrace design have always been there. But over the past decade, many companies have discovered that attention to the nurturing of design giving design a seat at the big table, not just hanging it on the end of a process as a decoration could be converted into a strong business advantage. It’s not a matter of strategic advantage anymore, it’s a matter of survival. Companies rise and fall based upon their ability to design for a customer base. Everything is designed toda
