AIGA Publications and Design Press

The Designful Company: How to Build a Culture of Nonstop Innovation

Marty Neumeier, published December 16, 2008
The complex business problems we face today can’t be solved with the same thinking that created them. Instead, we need to start from a place outside traditional management. Forget total quality. Forget top-down strategy. In an era of fast-moving markets and leap-frogging innovations, we can no longer “decide” the way forward. Today we have to “design” the way forward—or risk ending up in the fossil layers of history. The author of The Brand Gap and Zag, Marty Neumeier shows you how to transform your company by unleashing the full potential of creative collaboration.

“Yet if design is such a powerful tool, why aren’t there more practitioners working in corporations? If economic value is increasingly derived from intangibles like knowledge, inspiration, and creativity, why don’t we hear the language of design echoing through the corridors?”

About Marty Neumeier

Marty Neumeier is president of Neutron LLC, a San Francisco firm specializing in brand integration for clients such as Kodak, Sun Microsystems, Adobe and Procter & Gamble. During his 30-year career, Neumeier has worked as a graphic designer, writer, editor and publisher. His magazine Critique (1996-2001) was the first journal on design thinking, and led directly to the formation of Neutron and the ideas in The Brand Gap and Zag. He’s a frequent speaker on the topics of branding, design and creative collaboration, and conducts seminars and workshops for corporate marketing departments, design firms and design and business schools.