The creativity economy may sound like another overhyped catch-phrase, but companies that have embraced the concept are gaining a bottom-line edge over those who haven't. In this issue and the July 21 launch of an exciting Innovation & Design channel at BusinessWeek Online, we're embracing it, too.
What we're saying is that innovation and design point the way out of a lot of the difficulties U.S. companies face as high-paying jobs in tech and manufacturing shift overseas. It may be less expensive to build computers or cars in India, China, or Eastern Europe. But the smartest U.S. companies are learning that they can still lead the way if they listen closely to their customers and rethink product design. That's how Starbucks can charge so much for a cappuccino and why the Swiffer is eclipsing the mop.
This Special Report by our own design guru, Bruce Nussbaum, charts the rise of the Creativity Economy and details how executives can build their own creative corporations. Few writers are better equipped to introduce you to the innovative future than Nussbaum, who was recently named one of the 40 most significant people in design by I.D. magazine.
Meanwhile, at BusinessWeek Online, you'll find our brand-new Innovation & Design channel, conceived by Nussbaum and created by a team led by Online Editor-in-Chief Kathy Rebello and channel editor Jessie Scanlon. Jessie joins us from Wired, where she wrote extensively and impressively on design and technology.
The I&D channel will bring you the latest in innovation ideas, tools, and methods from top researchers, designers, consultants, and analysts around the world. It will also offer sub-channels on cars, branding, architecture, and gaming (for all those secret Xboxers and PlayStation maniacs). Our goal is to create a community where people can engage in a lively conversation and, of course, get creative!
By Stephen J. Adler, Editor-in-Chief