Posted by: Helen Walters on March 02, 2009
I’m in San Francisco, at the MX conference, an annual event purporting to explain the business value of design. Up on stage this morning? Forrester VP and principal analyst, Bruce Temkin, who talked of the need for companies to buy into “experience-based differentiation.” His top tips for executives?
— Obsess about customer needs
— Reinforce the brand with every communication
— Treat customer experience as a core competency, not merely a function
One other point he made in his talk which caught my ear: “brands are dying.” I caught up with him after his presentation to ask him to explain more.
What comes next? The BusinessWeek Innovation and Design team of Michael Arndt and Helen Walters chronicle new tools for creativity and collaboration, innovation case studies in both the corporate and social sectors, and the new ideas that have the power to change the way things have always been done.