Google, HP, Apple, P&G, Bank of America, GAP, BMW, Harley-Davidson, Whirlpool, Cargill, Citigroup, IBM--And More Are in INside Innovation.

Bruce Nussbaum

I've never been a mother but I sure feel like one today. I'm looking at two magazines--IN and Business Week with IN stitched inside and they are both beautifully rendered. Check it out. Since everyone is a designer these days (and that's a good thing), it was Steve Adler, editor-in-chief who suggested we take the "in" of the BusinessWeek logo and use it to identify IN, the new magazine. Our Art Director, Malcolm Frouman, did a brilliant job in executing that concept. Bravo!

What do I really like and dislike about the new magazine? First,

it delivers on the promise. In the cover story highlighting five innovation champions inside big corporations, we show how they do it. We mention some of their favorite blogs and books. We emphasize one key aspect of their styles and strategies and it offers managers insights into the process of building a culture of innovation. That was our biggest goal and I think we achieved it. We looked at Google, HP, P&G, GAP and Citicorp--both product and service companies, high tech and retail. A good spread across markets.

We have a terrific inside look, a case study, of how Bank of America used ethnography to develop its successful Keep The Change card. This is really granular.

We have Dev Patniak from innovation consultant Jump Associates offering very good advice to people inside organizations trying to build innovation cultures. One tip--avoid the innovation title because it will make everyone else feel like chopped liver. Another tip? Aim for quick hits to build support. And look at the hokey and cool Cargill ad next to it.

The INblogs section that Jessie Scanlon put together shows managers what they are missing by not going online and looking at the best blogs on innovation and design. We mention Crating Passionate Users and two others.

We have an indepth piece on how the Xbox 360 was designed and just a beautiful spread on the fastest car in the world--the Swedish Koeningsegg CCR (coming to America this summer for only $722,534). It's incredible.

One of my favorite pieces is a profile of Patrick Whitney and his IIT Institute of Design--a key place to find innovative managers and designers.

And then there is the INshort spread by Reena Jana that has seven short and really useful items to help people innovate. She broke them down into Tools and Trends Here are some titles: Tool: Teen-Tracking Web Sites. Trne: Plug-And-Play Networks. Tool: Gapminder's Dynamic Data Visualization and Mapping. Trend: Learning Journeys.

The other thing I truly like about this premier issue of IN is how Modernista came up with totally new forms of print presentation. They reinvented the magazine form in many ways. We have one "slide show" of the five innovation champions where the visual language is borrowed from the web. It's just terrific.

And the photography is bold. We put Marissa Mayer on the cover--with no cover language. Just Mayer representing INside Innovation. And the shots of Whitney and Sam Lucente are excellent.

What do I dislike about the final magazine? I hate those sketches of me, Reena and Jessie. And my bad handwriting has come back to haunt me.