Bruce Nussbaum, Author: Why Deep Cultural Understanding Will Inspire Better Design
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 2013, he 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:
The chief thing which the common sense individual wants is not satisfaction for the wants that he has, but more, and better wants.