October 31, 2014

Design

Getting Creative

Amy Keller | 10/1/2006

Michelle Bauer is determined to get local businesses to think outside of the box. Inspired by "creative economy" guru Richard Florida, Bauer co-founded a group called Creative Tampa Bay in 2003 to attract more creative workers to the area and help companies gain a competitive edge through "design thinking."

The movement -- which emphasizes using design to drive business -- has been generating buzz in major business centers like New York, Boston and Chicago. Stanford University has even invested $35 million in a new "d.school" that promises "radical collaboration" between students and faculty in disciplines such as engineering, business, medicine and the humanities. Business Week predicts such programs could someday supplant traditional business schools.

Locally, Creative Tampa Bay is holding a series of public forums to get feedback about what makes the region "unique" and "authentic." Bauer's group also helped organize the Sarasota International Design Summit (sarasotadesignsummit. com) to be held this month at the Ringling School of Art and Design. Speakers will include Target Vice President John Remington, Procter & Gamble design director Helen Stringer and Arthur Aw, developer of Biopolis, a biomedical research complex in Singapore. Their message, says Ringling spokeswoman Mary Craig, is that organizations can no longer rely on traditional strategies like cost control to be successful. "They have to design their way out of it," she says.

Meanwhile, Bauer points to developers of communities like Lakewood Ranch who have shown an understanding of creative design by applying a "green" building approach to planning, building and marketing -- a move that appeals to a growing base of eco-aware consumers.

Tags: Tampa Bay, Business Services

Digital Access

DIRECT DIGITAL ACCESS
Add digital to your current subscription, purchase a single ditgital issue, or start a new subscription to Florida Trend.

TABLE OF CONTENTS
An overview of the features and articles in this month's issue of Florida Trend.

ACCESS THIS ISSUE »

Florida Business News

Florida Trend Video Pick

Roberto Muñoz - Banking in Florida
Roberto Muñoz - Banking in Florida

Roberto Muñoz, president of the Florida International Bankers Association (FIBA), talks about FIBA, services the organization provides to the state's banks and issues facing banks today.

Earlier Videos | Viewpoints@FloridaTrend

Ballot Box

Walmart and Amazon are kicking off the holiday shopping season Nov. 1. Your thoughts?

  • It's too soon!
  • This news doesn't surprise me
  • Good for them - l like shopping early

See Results

Ballot Box
Subscribe