IBM’s newly promoted VP of Brand and Values Experience, Lee Green, talks to Business Week about the evolving role of design within the company:

Design has been a cornerstone of IBM’s offerings and of high importance to the corporation for decades. As a result, we’ve developed an internal capability that is highly skilled and highly diverse.

As IBM’s strategy has changed, and we’ve moved towards consulting and services, and away from our commodity offerings, we realized that this was a skill that could be of value to them. What they found most appealing, and what differentiates us from other industrial design firms, is the link between our design talent and world-class technology. When a client brings us in to talk about next-generation innovation, we bring design expertise, we bring connection to our research partners, we have information on emerging technologies, et cetera.

Full article: Big Blue’s Design Guru Moves Up

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