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An MBA's Views on the Core77 and Business Week Conference

Posted by: Bruce Nussbaum on March 8, 2006

I really like seeing design through an MBA’s eyes because it is always full of surprise. Check out this post from Rolf Mehneit at the Zollverein School of Management and Design in Germany. He was at the Core77/Business Week conference that had Jeneanne Rae of Peer Insight, Marissa Mayers of Google, Levin Fahnam of Method and Andrew Zolli of Z-Plus. Awesome conference and another is planned for the Spring in San Francisco.

Mehneit appears surprised at how many non-designers were at the conference. I was too. The numbers are rising as banks, mutual funds, media companies and other service industry corporations discover the importance of innovation and design for their businesses. Bank of America launched its Keep the Change credit card (spend for stuff, save the change) after its ethnographers talked with women in Florida about how they handle money. One woman said she saved her change. So…a new credit card product was born. B of A —who would have thought that such a a big bank would use design thinking and methods to be so innovative?

It’s just the beginning, isn’t it?

Reader Comments

Chas Martin

March 10, 2006 7:26 PM

What a concept! Non-designers attending a design conference. It was probably an eye-opener for both sides. And, probably a very healthy exercise. Intersections of perception can be more valuable than intersections of projection (ideas).
You have to understand what possibilities are available, or how alternate possibilites are achieved to understand that alternate routes are possible. I wish I had been there.

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Want to stop talking about innovation and learn how to make it work for you? Bruce Nussbaum takes you deep into the latest thinking about innovation and design with daily scoops, provocative perspectives and case studies. Nussbaum is at the center of a global conversation on the growing discipline of innovation and the deepening field of design thinking. Read him to discover what social networking works—and what doesn’t. Discover where service innovation is going and how experience design is shaping up. Learn which schools are graduating the most creative talent and which consulting firms are the hottest. And get his take on what the smartest companies are doing in the U.S., Asia and Europe, far ahead of the pack.

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