It seems such an innocent question.
And simple. Guessing yields a 50/50 change of getting it “right.” But what IS right? What are the consequences of getting it wrong? Faced with such decisions, which would you choose?
zero | one yes | no yin | yang up | down off | on
In this increasingly digital world we live in, “Off or On” is the binary building block of experience. It represents a state of being, of understanding. It is the switch that parses the data we use to build our logic and shape our understanding of the world. Could the building block represent not just the state it’s in, but the surrounding context of the choice it represents? Could it help us drive self determination? Freedom? Success?
For several months now, a small band of design business people have been working to explore this simple theme for the purposed of bringing together an intimate group of industry leaders to debate the big questions facing professional design firms today and into the future. For most of us who have been struggling to understand and respond effectively to the economic turmoil of the past couple of years, things have been in an “off” state long enough.
We hope to do something proactive about that and the context in which we see our choices this May in New York City at the 25th Anniversary APDF Exchange conference.
NOW IS THE TIME FOR ON!
-ON Approach
Renowned graphic design, Stefan Sagmeister, will explore how happiness can affect design and positively impact the bottom line.
-ON Storytelling
Helen Walters, the editor of Innovation and Design at Bloomberg BusinessWeek will share her perspective on the evolution of media and how the design industry can leverage that progression to drive positive change.
-ON Leadership
A Design Leaders Panel, moderated by Linda Tischler, senior writer at Fast Company, will tackle the dichotomy between creative and operational excellence. Panelists include: John Barratt, Teague; Dave Cronin, Cooper; Michael Jager, JKD; Jerry Kathman, LPK; and Tucker Viemeister, Rockwell Group.
-ON Design Thinking
Award-winning professor specializing in marketing strategy, branding and advertising, David Dunne of the Rotman School will discuss the future of design ownership and the evolution of design thinking.
-ON Procurement
Blair Enns, founder of Win Without Pitching and John Gleason, founder of A Better View will team up in this session to provide insights and facilitate discussion of globacl impacts on procurement of design services.
-ON Outlook
Economist Tim Duy of the University of Oregon will share his forecast for future economic trends as they relate to the design industry.
-ON Stage
We will kick-off the APDF Exchange with the Ariel Group and an improv session to help us generate excitement towards change, taking risks and achieving new results.
Please join me for two days of stimulating learning, peer-to-peer interactive and camaraderie in New York!
Scott MacInnes
Design Manager, Teague
APDF Exchange Chair
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