Why Deep Cultural Understanding Will Inspire Better Design [PSFK NYC]

Why Deep Cultural Understanding Will Inspire Better Design [PSFK NYC]
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Author Bruce Nussbaum presents his book which looks at the ways in which we employ and harness the process of making.

Andrew Vaterlaus-Staby
  • 2 june 2013

Bruce Nussbaum, author of Creative Intelligence: Harnessing the Power to Create, Connect and Inspire, has set about dissecting the process of design creativity. Speaking at PSFK CONFERENCE 2013he began by introducing his theory on the different dogmas of design, and how new ideas come into being. Based on the principle that design is a function of meeting wants, dreams and desires, he began with a quote from economist Frank H. Knight which defines these desires as the following:

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