MEET THE UNMET
From Hidden Needs to Business Growth
In the fast–pacing, information-flowing and oh-so-many gadgets world of the 21st century, consumer needs are increasingly high and complex. High quality, distinctive products and services are no longer sufficient; consumers want something that better facilitates their daily life.
When adding value to products and services is not a one–size–fits–all solution, how do creative designers and entrepreneurs push themselves to be distinctive and able to respond to consumers’ complex needs at the same time? They might need to truly understand consumer problems and needs. Simply designing new products based on consumers’ responses is not good enough. An in–depth analysis into each layer of the varying needs in consumer daily life is essential to creating products and services that facilitate consumers in every context.
DESIGN IS OPPORTUNITIES
Innovation, Strategy and Business
CU 2012 focuses on the concept “Design is Opportunities: Innovation, Strategy and Business” presented by experienced personnel and experts in combining sciences to devise novel solutions: from an effective strategy for improving an organization in crisis, a successful business model amidst aggressive competition, to a sustainable product that endures over time.
Building Sustainable Creative Business
CU 2011 is themed “Designing Impact: Building sustainable creative business”. It will explain new phenomena on the planet that call for multidisciplinary approach to achieving an assembly of knowledge that will drive for continued consumption. It will explore sustainability of modern products, which usually involve more complicated and extended process of creation, from research of the target group’s environment and behavior to product strategy, production planning, and design that addresses not only functionality but also emotional and sensual appeals, as well as pricing, sales promotion, and transportation. All of these works play their part in the level of impact eventually made to the consumers in their decision making and behavioral change.
From Passion to Business
Passion is a common trait shared among successful creative entrepreneurs. Through turning affection to passion, the drive for starting a business is born. It should be of no surprise to find that passion lies at the core of most successful businesses. These creative entrepreneurs do not see their job as a duty but see it as playing based on their creativity and imagination.
Business: People: Culture
As a country rich in cultural legacies and multi-talented human resources, Thailand needs to integrate these resources together and transform them from cultural properties into economic value and sustainable development.
CU 2008 aims to stimulate creative competence of Thai thinkers, entrepreneurs, marketers, and designers, and provides an understanding and useful insights on how to connect our business, people and culture. In today’s economy, these three key elements need to be creatively integrated in order for us to develop a competitive edge and survive.
Genius of the Place
In search of excellence from within
In CU 2007, the idea of value creation will be furthered explored by moving the debate from the ‘what is’ of value creation to the ‘how’ of value creation. The theme for the event is “Genius of the Place – in search of excellence from within” which hopes to link issues such as the essence of local culture and meaning of a place.
Culture is dynamic and forever evolving over time, which in turn influences the inhabitants of that region. Every place nurtures its people and teaches them how to live, to interact among themselves and with things around them via the physical appearance, social dialogue, its history and each individual as a person. It is these elements that form the Genius Loci, the Genius of the place.
PERSPECTIVES ON VALUE CREATION
Realizing that price and technical skills alone were insufficient to compete in the creative economy, the objective of CU 2007 – Perspectives on Value Creation is to provide economists, entrepreneurs, marketing professionals and designers an insight into the innovative blend of ‘capital’ and ‘creativity’ together with ‘cultural assets’ and ‘unique skills’ – which could be transformed into a distinctive attribute of a product (or service) that would be difficult to imitate.