Yves Béhar is the founder of fuseproject, a design agency involved in technology, furniture, sports, lifestyle, education, and fashion. fuseproject is dedicated to creating work that is in-tune with the needs of a sustainable future while enabling self-expression.
In his talk this morning at PSFK CONFERENCE SAN FRANCISCO 2011, Yves discussed how the industry has changed because “everyone has become a creator thanks to access to tools,” such as photo-sharing services and blogs. The experience consumers have with a brand is now what shapes that brand, rather than the marketing behind it. Therefore, companies need designers to bring in designers as partners, and curate that experience over the long-term in order to be successful. This fundamentally changes the current paradigm: Now companies have to design the business model as much as the creative aspects.
Companies need to connect to their consumers through ideas. They need to identify the idea that is driving their business, and find the best expression of that core idea.