| Making Meaning: How Successful Companies Deliver Meaningful Experiences | Core Meaning #5: Duty |
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As a Partner at Cheskin, Steve Diller brings more than 20 years of marketing research and consulting experience to the firm, and drives its product innovation and media content practices. Steve serves clients as an “experience strategist,” believing that the most effective way to for companies to deepen relationships with their customers involves the development of meaningful experiences, be it through branding or product usage. Such experiences constitute the cornerstone of effective brand and product innovation in an era of rapid technological and market change. Steve specializes in understanding the evolving needs of consumers of all types by observing them, talking with them, shopping with them, capturing their lives on film, among other techniques. Recent clients include Cablevision, Lexmark, The Washington Post, Famous Footwear, Milwaukee Journal Sentinel, Microsoft, Scientific American, and Weight Watchers. During his tenure at Cheskin, Steve also has been a major voice for the company’s point of view on product and brand, having contributed to numerous books, including The Human-Computer Interaction Handbook, The Principles of Trust, and Newspaper Brand Development. He regularly speaks at conferences as varied as the American Society of Newspaper Editors, InTECH, IIR, and Contentworld. Prior to joining Cheskin, Steve was responsible for media research at Continental Bank. He also has been a professor at Columbia College/Chicago, teaching courses on advertising and marketing psychology, social marketing, market research, media and political propaganda. Steve also co-owns a film production company and has produced and directed several feature films. Nathan Shedroff is one of the pioneers in Experience Design; an approach to design that encompasses multiple senses and requirements as well as related fields, Interaction Design and Information Design. His speaking, books, teaching, and projects all support this new direction of design. Part designer, part entrepreneur, his skills lend themselves to strategic thinking and design for companies who want to exploit the strengths of experience media in order to build better experiences for their customers and themselves in a variety of media, including: print, digital, online, and product design. Growing up in Silicon Valley has given him an entrepreneurial understanding and outlook. Nathan has extensive experience in publishing as well as interactive media. His last book, Experience Design 1, explores common characteristics in all media that make experiences successful and sold nearly 20,000 copies. He’s designed and published numerous books as well as articles on interactive media, information design, and the interactive industry. He maintains a website with resources on Experience Design at http://www.nathan.com/ed Nathan will complete his MBA in sustainable business from Presidio School of Management in June of 2006. He earned a BS in Industrial Design, with an emphasis on Automobile Design from the Art Center College of Design in Pasadena. However, fear of Detroit, coupled with a passion for information design led Nathan into this arena, where he worked with Richard Saul Wurman at TheUnderstandingBusiness. Later, he co-founded vivid studios, a decade-old pioneering company in interactive media. vivid’s hallmark was helping to establish and validate the field of information architecture, by training an entire generation of designers in the newly emerging Web industry. He is a founding member of the International Academy or Digital Arts and Sciences (IADAS) and serves as an advisor to the academy as well as a regular judge for the Webby Awards. Nathan was nominated for a Chrysler Innovation in Design Award in 1994 and 1999 and a National Design Award in 2001. For over 25 years, Darrel Rhea, has been considered one of America's leading strategic design consultants and has worked closely with senior executives to rapidly transform the innovation process within their organizations. As one of few select authorities on customer-focused strategic design research and design innovation, Rhea led the development of an original body of formal methods for creating best practices for all types of organizations, allowing them to foster and embrace innovation in corporate design management, brand development, and product development. His work introduced methodologies that shaped contemporary design processes for more than a decade before they became popularly recognized as an effective means to marketable products. Darrel believes that creating empathy and compassion for human beings is the key to successful innovation strategy. He has championed the development of consumer research techniques and their application to the design of products and services. As a prominent leader in both the professional design and research communities, he has been a passionate advocate and spokesperson for the value of design research and design strategy to business. With extensive experience managing industrial design and brand identity creation in addition to product development, Rhea's qualifications also include a degree in design and psychology, success in graphic design and entrepreneurial endeavors, and, since 1978, as one of the founding leaders at Cheskin. Rhea produces and leads professional development seminars for senior executives on design innovation, design management, and design research, teaching how to use state-of-the-art methodologies with both in-house teams and outside resources. He has served over a hundred Fortune 1000 firms. He lectures regularly around the world with industry organizations, design organizations, and academic institutions including the leading business schools and design schools. Rhea produces and leads professional development seminars for senior executives on design innovation, design management, and design research, teaching how to use state-of-the-art methodologies with both in-house teams and outside resources. He has served over a hundred Fortune 1000 firms. He lectures regularly around the world with industry organizations, design organizations, and academic institutions including the leading business schools and design schools. Rhea is an originator of The Cheskin Design Experience Model published in The Design Management Journal; for which he received the Jay Doblin Award for design theory. He writes a monthly column on innovation on BusinessWeek Online.
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Nathan
Shedroff