everlastingNow

IDEO’s Associate Partner Tom Stat chats with us about branding, augmented reality and his company. As a member of IDEO Chicago’s leadership team, Tom manages a number of key client relationships and helps to direct business development efforts across all IDEO practice areas. Tom has been involved in a wide range of innovation initiatives for IDEO clients including Motorola, DaimlerChrysler, McDonalds and American Express. Listen as we discuss his thoughts on the topics below and let us know what you think.

Accidental Purchases- Studies have shown that 70% of people have accidentally purchased a “copycat” brand due to the similar packaging. They say that imitation is the sincerest form of flattery, but it’s still costing the major brands money. Will this spur designers to become more creative with their branding. Is there a way to differentiate the products enough to block the copies? Should packing be clear so that consumers must rely on on the authenticity of the product inside?

Esquire’s Augmented Reality- Sadly, the gimmicks used here don’t quite live up to their potential. Augmented reality should be used to enhance a story and create a unique human experience. Paper on a computer should still act like paper, almost tactile. Is there a way to make this truly relevant?

Vertical Vegetables Gardens- A Swedish company called Plantagon has come up with a new way to feed the masses. Instead of having to import fruits and vegetables into the city, why not grow them there? Their idea calls for plants to be grown in a greenhouse over several stories. It’s a way to keep the food close to the consumer and reduce the costs of transportation and damage. This is just more proof that the way to get our economy back on track is through design thinking.

Profits for a Purpose- Self made billionaire Iqbal Quadir has started a program at MIT to help entrepreneurs benefit third world countries. In recent business history, huge profits have gone to a very few people. Historically though, profits have gone back to the people. As we now start to realize how connected we all really are, this is beginning to shift again.  We are seeing that growth for growth’s sake just isn’t sustainable. This fellowship at MIT is one step towards making a difference in the world we all share.

The Reality of IDEO- Listen as Tom discusses how IDEO works and what they believe in. Their core is based on keeping talented people who have passion and creating a culture that supports them. They choose to evaluate carefully and to think ahead. Sometimes this means helping the client to ask a different question. It’s building a collaboration in order to make a difference.

[podcast]http://www.manifestdigital.com/podcasts/2009110509-episode27.mp3[/podcast]