Design guru at Design Indaba

“It is absolutely critical to make design an integral part of business school education and not an elective, as it is in most schools. It has to become a core part of the curriculum because we are no longer in the business of shrinking, streamlining and tightening. We're in the business of growing, expanding and creating, and that is what design does best,” says Nussbaum.

Competitive differentiation comes through strategy, quality, service, accessibility and production - in a word, design.

As former assistant managing editor at BusinessWeek, Nussbaum founded the award-winning Design & Innovation online channel and NussbaumOnDesign blog in 2005, as well as the quarterly IN-Inside Innovation supplement in 2006. Now professor of Innovation and Design at the Parsons School for Design, his cross-pollinating influence has been widely recognised by the media, industry bodies, awards councils and the changing face of business today.

Design Indaba supporters

Main Sponsors are Woolworths, ABSA, DSTV, Grolsch; Development partner - The City of Cape Town; Suppliers - Jupiter Drawing Room, SAPPI, BizCommunity, South African Tourism, Chaywa, One&Only and Foodcorp; Associates - Nampak, Anglo Platinum, Cape Town Partnership and Paarl Media, and Kulula.

For more go to www.designindaba.co.za.