Chapter 11: To Hire Consultants or Build Internally That is the Question
As an example of the evolution of the interaction of business and industrial design, consider how Business Weeks Editorial Page Editor Bruce Nussbaum became interested in innovation. Nussbaum is a frequent flyer and it was a particular flight that sparked his interest to better understand innovation. Right near him was a mother with a young child, the worse potential challenge to a quiet uneventful flight. As he anticipated, the child started to cry and his mother gave him a bottle to drink to quiet him down. Usually Nussbaum would have settled back in his seat to get back to reading, but he noticed something different. The child was holding the bottle in a unique way. The bottle was split in the middle and formed an integrated handle that the baby could more easily hold than the diameter of a conventional bottle shape. He wondered who was responsible for the innovate shape. The Evenflow bottle Nussbaum had observed led him to become an advocate for good design. As an editor for Business Week, he started to write articles about design for the magazine. This eventually led to Business Weeks sponsorship, along with the Industrial Designer Society of America (IDSA), of the annual Industrial Design Excellence Awards (IDEA) awards.