QUARTERLY OF THE INDUSTRIAL DESIGNERS SOCIETY OF AMERICA SUMMER 2017 Design IS Business SMA n CHAIR’S REPORT n SIT QUARTERLY OF THE INDUSTRIAL DESIGNERS SOCIETY OF AMERICA SUMMER 2017 ® Publisher Executive Editor Sr. Creative Director Advertising Annual Subscriptions IDSA Mark Dziersk, FIDSA Karen Berube IDSA Within the US $85 555 Grove St., Suite 200 Managing Director IDSA 703.707.6000 Canada & Mexico $100 Herndon, VA 20170 LUNAR | Chicago 703.707.6000 x102
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[email protected] [email protected] 678.612.7463 The quarterly publication of the Industrial Designers Society of America (IDSA), INNOVATION provides in-depth cover- age of design issues and long-term trends while communicating the value of design to business and society at large. DESIGN IS BUSINESS 20 Good Design Is Good 44 SIT as a Creativity Tool IDSA AMBASSADORS Business in New Product Design By Jeevak, IDSA By Frank Grunwald, L/IDSA, and 3M Design, St. Paul, MN Drew Boyd Cesaroni Design Associates Inc., Glenview, IL; 22 The Future of Innovation & Design—Newell Brands: Santa Barbara, CA Onward IN EVERY ISSUE Covestro, LLC North America, Pittsburgh, PA By James F Caruso 4 Chair’s Report Crown Equipment, New Bremen, OH By Megan Neese, IDSA Dell, Round Rock, TX 25 Business & Design Speak the Same Language 6 IDSA HQ Eastman Chemical Co., Kingsport, TN By Marlisa Kopenski By Daniel Martinage, CAE LUNAR, San Francisco, Chicago, Munich, 28 How Design Should Meet 8 From the Editor Hong Kong Business By Mark Dziersk, FIDSA McAndrews, Held & Malloy, Ltd., Chicago, IL Metaphase Design Group Inc., St.