Companies for the 21st Century

4-6 November 1999, San Francisco

Successful companies, new or well-established prosper because their leaders have insightfully planned for the future. Today's leaders, more than ever in the history of commerce, must redefine and create organizations built to thrive in a changing and increasingly virtual world.

Why then are so many companies putting increased emphasis on the physical manifestations of their businesses?

How does design contribute to modeling and creating the future of an organization today?

How important to success are the visual manifestations of a companyoits brand, products, workplace, literature and Web sites?

The answers to these questions will define the companies of the 21st century. Chief executives from some of America's leading corporationsoand from some of its most exciting new companiesoshare their insights and describe how they are preparing for future success.

Together, they discuss how effectively connecting to new customers and employees increasingly involves the integrated design of offices, products and all forms of communication.

Presentations

Audio cassettes of these presentations are available through Fleetwood Media Services at www.fltwood.com.

Venture Design: From Virtual to Reality and Back
Gary Cantu, Founder and CEO, PhorMax Corporation
Jeff Smith, President and CEO, Lunar Design
In starting a company that uses laser-based sensor technology, one of the first things entrepreneur Gary Cantu did was form a partnership with Lunar Design, giving them equity in the new company. Lunar has redefined itself by accepting equity positions as a way to enable entrepreneurs to more easily define new businesses.

Changing the Way the World Watches Television
Paul Cook, Chairman, Diva Systems
What is the role of design in launching and developing companies from Raychem, which became a $1.5 billion company, to Diva's redefinition of television with on-demand TV?

The Eames Films as Models of Ideas
Eames Demetrios, Principal, Eames Office
Using the films of Charles and Ray Eames, Eames Demetrios discusses and explores the power of film to model and develop future realities.

Reinventing the Hotel
Guy Hensley, Vice President of Operations, W Hotels

Design and the Y-Generation
Joline Godfrey, Founder and CEO, Independent Means
Sarah Vickers-Willis, Co-founder, UBUBU.com
Joline, author of two books on women and business, and Sarah, discuss starting new companies and innovative approaches to reaching the Y-generation.

The Role of Design in Innovation
Karen Stephenson, President, NetForm and Professor, Andrews School of Management, UCLA
Jim Prendergast, Principal, Perkins & Will
As part of the essential reinvention of health care, the American Hospital Association has redefined itself with dramatically new offices by the firm of Perkins and Will, and a redesigned identity by InterBrand.

Building IBM's Digital Brand for E-Business
Carol Moore, Vice President, IBM Corporate Internet Programs
IBM's "webwoman" explains how adapting the company's powerful brand to the Web is the key to the success of e-business.

Got Parks?
Greg Moore, Executive Director, Golden Gate National Parks Association
Rich Silverstein, Co-Chairman and Co-Creative Director, Goodby, Silverstein & Partners
What would you do if you had the world's largest urban park surrounding the San Francisco Bay area and no one understood it?

The Evolution From Industrial to Post-Industrial Business Models
Peter Moore, Managing Partner, Inferential Focus
Peter, who is also co-author of The Caterpillar Doesn't Know and Founder of The Human Capital Forum, discusses how the business context is shifting from communities of wealth to communities of meaning.

Reasserting the Voice of a Maverick
Steven Addis, CEO, Addis & Addis Interaction
Leonard Short, Executive Vice President, Charles Scwab
Schwab has redefined not only itself, but the entire investment world. With help from branding firm Addis, Schwab continues to strengthen its position as the consumer advocate.

Creating the Acela Experience
Barbara Richardson, Executive Vice President, National Railroad Passenger Corporation (AMTRAK)
Robin Haueter, Strategy, IDEO New York
Travel in the Northeast will be redefined with the introduction of Acela, Amtrak's new high-speed service between Boston, New York and Washington, DC. How and why has Amtrak redeveloped the travel experience with the help of IDEO?

Surfing the S-Curve - The Role of Design in Innovation
Paul Saffo, Director, Institute for the Future
In this increasingly digital and virtual world, is there a role for the design of "things"? Paul Saffo discusses this and other questions we should be concerned about as we enter the next millennium.

What Comes After What Comes Next?
Michael Volkema, President and CEO, Herman Miller, Inc.
Herman Miller has been redesigning more than just furniture products such as the phenomenally successful Aeron chair; they are redefining both the company and their industry.

Tomorrow's Design Strategist
Patrick Whitney, Director and Professor, Institute of Design, Illinois Institute of Technology
The Institute of Design is the leading school creating and teaching methods that link human-centered innovation to business strategy. It has the only Masters program in Design Strategy in the U.S.

Redesigning Business
A Panel Discussion with:
Sara Beckman, Professor, Haas School of Business, UC Berkeley
Alan Cooper, President, Cooper Interaction
Karen Stephenson, President, NetForm and Professor, Anderson School of Management, UCLA

The Foundation wishes to thank IBM Corporation, Potlatch Corporation, Gensler, OP Contract, and Deborah van Rooyen Design for their generous contributions to this conference.

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