Quantifying the Business Value of Design
What’s the most valuable investment a CPG company can make in order to deliver the most impact? Turns out the answer is Design. In this program, The Business Value of Design, Mark Dziersk, a Partner in McKinsey Design will present data and case studies from McKinsey’s recent extensive research study on design. McKinsey and Company reviewed 300 companies over a 5-year period and looked at over 100,000 Design actions and collected 2 million pieces of financial data. The outcome is a unique view on the value of design to business and a perspective on the best practices for CPG’s to use design most successfully. In addition to this research, Mr. Dziersk will also profile best practices for executing design in CPG and FMCG goods. Mr. Dziersk will do this by sharing a number of recent case studies, methods and techniques all centered around Design thinking methodology.
Mark is recognized expert in Industrial Design and Brand Management. He directs and manages Industrial Design in LUNAR’s Chicago office and is part of the Senior Leadership team for the company. A frequent contributor to Fast Company magazine, Mark is also responsible for Numerous Design patents (100+) and has won many awards in Design over a 20 plus year career including Red Dot, IDEA Gold and ID Magazine Best of Category. He is a past president of IDSA, the Industrial Designers Society of America and is the current Editor of Innovation Magazine for IDSA as well. He is an adjunct Professor at both the Kellogg School and the McCormick School of Engineering for 6 weeks every year, teaching classes in Design Thinking.
At LUNAR, Mark specializes in consumer product work with a special focus on beauty and retail. He spent over 14 years on the Real Beauty Campaign for Dove/Unilever and introduced products, packages and environments for various other beauty brands including Bergdorf Goodman, Kao/Jergens, John Frieda and L’Oreal, to name a few. He also leads teams to serve top CPG clients such as Danone, Wrigley, and other Unilever brands and products in FMCG. Mark also specializes in LUNAR’s unique “Innovation Garage” method for various companies in these spaces.
Mark lives in Winnetka, Illinois with his wife and three daughters, just around the corner from the “Home Alone” house.