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Close This Window Interview: Marty Neumeier
by: Admin on
Date: Thu, 10 Dec 2009 Time: 3:03 PM
Neumeier’s professional mission is to “incite business revolution by unleashing the power of design thinking.” He does this by writing books, conducting workshops, and speaking internationally on brand, innovation, and design. He began his career as a brand designer, and later added writing and business strategy to his skills, working variously as a communications director, magazine publisher, and brand consultant. By the mid-1990s he had developed hundreds of brand identities and architectures for companies such as Apple, Netscape, Kodak, and Hewlett-Packard. In 1996 he launched Critique, the magazine of design thinking, which quickly became the leading journal for improving design effectiveness through analysis and criticism. In editing Critique, Neumeier joined the growing conversation about bridging the gap between business strategy and customer experience, which leddirectly to the ideas in his bestselling “whiteboard overview” books, The Brand Gap, Zag, and The Designful Company. The Brand Gap was named Fast Company’s “Surprise Book of the Year,” and Zag was listed as one of “The Top 100 Business Books of All Time.” He recently released a 45-minute video called Marty Neumeier’s Innovation Workshop, based on his three books. Here is a brief excerpt from my interview of Neumeier. Morris: Much has been said and written about “employee engagement” in recent years. How do you help your clients motivate their people to be more innovative? Neumeier: It starts with helping them find their own zag. Without a big, beguiling mission and a bold strategic vision, employees will never be fully engaged. This is another instance of where workshops are valuable. In a series of workshops for security software firm Symantec, for example, we found that some of the employees envisioned themselves as firemen running into the Twin Towers while most people were running out. They saw themselves as heroes, making the world safe for networked computing. That was a great start in crafting the stories that they needed to feel engaged. We take our clients through a series of checkpoints that lead from a shared vision to the employee behaviors that activate that vision—a culture-change roadmap. The engagement can take anywhere from 18-36 months, and usually includes a training component. My particular role is in helping develop the roadmap and getting the top-line strategic and messaging elements in place. Morris: You say your mission is to “incite business revolution.” Why do we need a revolution? Neumeier: Because our current business model is based on the Industrial Revolution, and industrial thinking is too linear and too top-down for the digital age. We need a more organic, human-centric theory of wealth creation. The old car is running out of gas. If you wish to read the complete interview, please contact me at interllect@mindspring.com. For more about Marty Neumeier, visit these sites: Neutron The Brand Gap Zag http://tinyurl.com/c3b7op The Designful Company Marty Neumeier’s Innovation Workshop About the Author
If you wish to read the complete interview, please contact me at interllect@mindspring.com Rating: Not yet rated Login to vote | Not Registered? Create an account Comments
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