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Big Surprises in The Upcoming IDEA Design Awards.

Posted by: Bruce Nussbaum on June 26, 2006

I am crashing away, writing up the 2006 Industrial Designers Excellence Awards contest, and all I can say is that there are some pretty big surprises. Design/Innovation consultancies that have won in the past are absent and new design faces abound. Terrific.

Another surprise is Asia rising in design. This was a huge year for Asia in the IDEA awards. In 2004, the percentage of golds with design teams from Asia came to about 8%. In 2005, it was about the same. But this year, Asians took 26% of the golds.

What’s at work? I’m not sure but clearly comnpanies and designers based in China, Korea, Japan and elsewhere in Asia are doing much better design/innovation work. Just look at Samsung, and LG. The level has risen tremendously. They are also learning how to win contests—an essential skill these days. That takes a bit of time but it looks like they have the knowledge now. And they are hooking up with US and European design firms to help them in their design. You see this time and again, especially in China.

The structure of the design/innovation business model is changing rapidly. I call it the commoditization of design. More in our big package due out the end of this week.



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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