“不止于美”——設計助力企業成功

上周二，在《財富》（Fortune）、《時代周刊》（Time）及《Wallpaper*》共同在新加坡舉辦的頭腦風暴設計大會開幕式上，梅雷迪斯集團（Meredith Corporation）旗下時代公司（Time Inc.）的首席內容官穆瑞瀾對出席的設計名流和代表表示熱烈的歡迎。在為期三天的會議期間，來自多個行業的頂級專家將討論如何讓設計幫助商業發展，以及如何將設計思想植入21世紀戰略計劃。

身兼《財富》雜志總裁的穆瑞瀾說：“設計已經成為商業發展的重要動力。”

穆瑞瀾說：“設計不僅是打造美麗的物品、卓越的客戶體驗和華麗的視覺效果。當今世界的技術變革飛快，人們的選擇極具多樣化，設計就是要解決這問題，幫助人們做出選擇，擁有更好的生活。”

穆瑞瀾說，未來三天，三組設計師將解決一系列以設計為中心的問題。傳統設計師專攻時尚服飾和家具，商業設計師負責將設計思想注入商業和戰略中心，計算設計師則研究如何利用海量的數據進行設計。

穆瑞瀾對來自33個國家的300多名與會者說：“我們請大家歡聚于此，希望各位能夠盡情發表高見。”

穆瑞瀾還對新加坡經濟發展局（Economic Development Board）主席馬宣仁醫生致以歡迎。馬主席與新加坡設計理事會（Design Singapore Council）一道來支持此次會議的召開。

馬主席說：“我們相信設計有助于解決當今世界的復雜性，它不僅適用于充滿活力的創業生態系統，也適用于許多《財富》世界500強公司。”

他在講話中強調了設計深入世界各個行業，滿足未被滿足的消費者需求這一重要作用。從技術到紡織品，傳統的商業方式正在消失。設計讓企業能有效應對全球化和數字化的挑戰，鞏固客戶關系，發現新的解決方案。

參加頭腦風暴設計會議的有躋身《Wallpaper*》“設計能力200強”榜單的設計師以及《財富》世界500強公司的商業領袖。首席執行官、學者和設計師將討論企業如何把商業、社會和技術整合為一體化戰略，在21世紀充分利用設計的力量。（財富中文網）

譯者：嚴匡正

Alan Murray, the chief content officer of Meredith Corporation’s Time Inc. brands, welcomed design luminaries and delegates Tuesday for the launch of the inaugural Brainstorm Design conference, hosted by Fortune, Time, and Wallpaper* in Singapore. During the three-day plenum, top experts from several industries will discuss how design can help business and how design thinking can be implemented into 21st century strategy.

“Design has become such an important driving force in business,” said Murray, who is also the president of Fortune.

“It’s not just about beautiful objects and great customer experience and gorgeous visuals,” Murray observed. “In a world where the pace of technological change is so rapidly accelerating, where choices proliferate, design is combating those problems, helping people make those choices and make people have better lives.”

Over the course of the next three days, three tribes of designers will address an array of design-centric issues, Murray explained. There are designers in the traditional sense, responsible for beautiful fashions and furniture. There are commercial designers, charged with putting design-thinking at the center of businesses and strategy. And then there are computational designers, who devise ways of harnessing mass amounts of data.

“We’re going to throw all of you together,” Murray said to the crowd of over 300 attendees from 33 countries, “And look forward to all of the insight.”

Murray also welcomed Dr. Beh Swan Gin, chairman of the Singapore’s Economic Development Board (EDB), which is supporting the conference alongside the Design Singapore Council.

“We believe design helps cut through the complexities of the world today,” said Beh, “It’s applicable not only for the vibrant start-up ecosystem, but also for many Fortune500 companies.”

His remarks underscore design’s role as a crucial tool to tap into unmet consumer needs across industries worldwide. From tech to textiles, traditional ways of doing business are dissolving. Design allows firms to effectively confront the challenges of globalization and digitization, strengthen client relationships, and discover new solutions.

Convening for the Brainstorm Design conference are designers from Wallpaper*’sDesign Power 200 list as well as business leaders from Fortune 500 companies. Leading CEOs, academics, and designers will discuss how firms can integrate business, society and technology into a streamlined strategy and harness the power of design in the 21st century.