(Instructions: (1) Make a copy of this document for your ongoing use as an electronic template. (2)
Following the identification of a trend or emerging threat, complete a scanning report. [NOTE:
“Double-click” on each blue highlighted INSERT to provide the information requested.] (3) Include as
much information as possible in order to recover the original resource: If the resource is electronic,
include full URL addresses; if the resource was a conference or meeting, include the sponsor of the
event, and contact information; if the resource is a print publication, fax a copy to the Resource Center
at (970)491-0667. E-mail the completed report to Lori Everhart in the ACCED-I Resource Center at )
SCANNER’S NAME: Connie M. Castellano                         INSTITUTION: SUNYIT

CONTACT INFORMATION: Phone: (315) 792-7819                            Fax: (315) 792-7278
    E-mail Address:

NATURE OF RESOURCE:                  Publication                      Conference/Meeting

RESOURCE TITLE (Trade Publication Title, Conference, Website Address): Fast
Company Magazine

AUTHOR/SPEAKER/REPORTER: Tim Brown, CEO and president of Ideo, one of
the world’s leading product-design firms


        PRINT PUBLICATIONS ONLY: DATE : June 2005                              PAGE(S): 52
        VOLUME: Issue 95 NO.

SUMMARY (2-3 sentence statement, reviewing the scanned item):

Focusing on becoming more organized, creating clarity and building a strategy to
best serve your customers can be attained if you learn to think like a designer.
Tim Brown, CEO and President of Ideo, has implemented a five-point plan to
help you make the leap to this transition. Ideo is one of the world’s leading
product-design firms. Brown suggests the purpose of business strategy as
directing action toward a desired outcome. However, sometimes, it leads to just
the opposite effect – confusion and disarray. People need to have an intuitive
understanding or a concept of what they are trying to accomplish. Design-
thinking is the way to reach this goal.

IMPLICATIONS FOR ACCED-I (How will this affect our members, higher education,
the collegiate conference / events industry?):

As event planners, we are concentrating on every detail, focusing on logistics
that need to be in place, and striving to make our customers’ conference
experience successful. Have you ever thought how much time you spend with
your customers talking about the details of their special event or conference?
How much time do you spend walking and touring the campus, providing your
customers with all the information they need to see the campus as you see it –
the ideal location for their special event. Not only do you have to sell the campus,
but you must sell the area, the town and what it has to offer. Whether it is a
sleepy little town with an extensive historical background or a big city with a focus
on arts and entertainment, what is it that you are offering their group? It is the
details that you provide that can “make or take” an event to or away from your

You can be the most fascinating storyteller, able to weave your campus’ history
into a tight-knit tale that can intrigue customers to want to know more. However,
words are highly open to interpretation. They mean different things to different
individuals. By thinking like a designer, you are creating an image in your mind of
what you want to portray to your customers about your organization. Design is
pictorial. You are already engaged in design thinking, but you may not even
realize it. Logistics systems, the Internet, and strategy are all outcomes of design
thinking. Design is a catalyst for innovation and when you are innovative, people
gravitate toward you wanting to know more.

Tim Brown’s five-point model for strategizing by design is:
    Hit the Streets
         o In the higher education, collegiate conference and events industry, it is
             imperative that your strategy incorporate innovative concepts in order to
             increase your customer base. In addition, researching the market to see
             what new trends are emerging is a proven way of gaining new insights.
             Focusing your attention on what your customers want, understanding what
             has not worked for them in the past, and always trying to go the extra mile
             to create a unique conferencing experience will create repeat business as
             well as new clients.
    Recruit T-Shaped People
         o T-shaped people are those people who are so inquisitive about the world
             that they are willing to try to do what you do. They have a principal skill
             that depicts the vertical leg of the T; they are empathetic; they have
             several skills and no conflict with branching out into other areas. They are
             involved in brainstorming sessions or in collective idea-making; they have
             real-world observations, and learn quickly to adapt and expand on their
    Build to Think
         o Design thinking is actually a prototyping process. Once you conceive a
             promising idea, you have to build on it and strategize to create the finished
             product. The goal is to problem-solve, troubleshoot, and gain feedback.
             Conference and meeting planners do this on a daily basis. In essence, we
             build to think. The more feedback we get, the more we can improve on the
             products and services we provide. The better we become at strategizing,
                the more intuitive we become realizing we are heading in the right
         The Prototype Tells the Story
             o Conference professionals are always looking for feedback on the events
                their organization hosts. Prototyping is an evaluative process, generating
                feedback so that you are able to tweak the areas that need it. Refining the
                details ensures a pleasant conferencing experience. By refining your
                strategy, the process continually evolves. W have to be aware of market
                trends in order to provide what the customer wants.
         Design is Never Done
             o Design and strategy is never done. The market is ever-changing; your
                strategy needs to change with it. By increasing the amount of design
                thinking you do in your organization, you reach a point of clarity,
                understanding your organization and where you would like to be in its
                future. Conference professionals must be able to adapt to change quickly –
                a very valuable survival skill.

Email this completed form to If the scanned item is an
article, include a photocopy and fax it to the ACCED-I Resource Center at 970-491-

Revised 3.404

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