As the president of Neutron LLC, a San Francisco-based brand collaboration firm, Marty Neumeier has had a lot of experience in mixing things up, but it was his time as an editor and publisher of Critique — a magazine for graphic design thinking — that he started bringing out his thoughts about bridging the gap between strategy and design. It was his first book The Brand Gap that presented his theory on branding in a manner that was easy to read and understand. It was in a whiteboard overview style.
In his second book, Zag, Neumeier continues to drill deeper into the question of how brands can harness the power of radical differentiation. In his third book, The Designful Company, the author makes the point that today's problems cannot be solved with the same thinking that caused the problems. One can no longer "decide" the way forward; one must now "design" the way forward.
It is in Marty Neumeier's Innovation Workshop that he takes the information from his three books and distills these ideas down into a workshop format. His mission in life is to incite a business revolution by unleashing the power of design thinking.
The workshop contained in this DVD can be viewed one of two ways. First and the simplest way is to watch the video as you normally would. That is, straight through, pausing to work through the exercises.
The second would be to put on an actual workshop using the DVD as a guide. In this scenario you would get up to 30 other individuals together, play a portion of the video, and then work on the exercises in groups, and then discuss what each has done.
The DVD is broken up into three sections. Part 1 is "Brand Strategy," where you will learn what it takes to create a charismatic brand. Part 2 is "Design Thinking," where if you want to innovate, you have got to design. In Part 3, "Non-Stop Innovation," you will learn how a culture of innovation can deliver sustainable profits.
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