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Soren Petersen
Creative professionals, within all artistic areas, can shake the foundations of our world. In so doing, they provide us with meaningful insights and foster gratifying emotions while producing immense sustainable progress. This blog will shed light on how the Creative Economy’s philosophy, behavior and methods continue to profoundly influence business and society.

As an engineer, automotive designer and design researcher, Søren Petersen has assisted top tier international organizations developing products, systems and methodologies for the past two decades.

At Stanford University’s Center for Design Research he developed the metrics and decision methods for integrating design with business ideas, plans, portfolio management, and design briefing while exploring areas as diverse as psychology, art, and organizational behavior. He is author of the book “Profit from Design, - leveraging design in business”

Entries by Soren Petersen

Using Storytelling to Pitch Startups

(0) Comments | Posted July 20, 2016 | 4:08 AM

Co-written with Steven Bussard


Capturing an investor's interest and evoking his passion for one's venture is crucial to securing funding. So, how might startups improve their pitches to investors by using insights from using classical tried and true storytelling?


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Petersen's Tribute to the Los Angeles Car Culture

(0) Comments | Posted July 14, 2016 | 6:41 AM


When it comes to vehicles and their owners, Southern California has the most diverse car culture in the world. In stark contract to the changing waves of ideologies towards cars - in this Mediterranean-like climate, the car designs that are dreamed up give...

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Why Our Vanity Slows Down Progress

(0) Comments | Posted July 4, 2016 | 10:36 AM

Co-written by Torsten Kolind

Important decision-makers, such as politicians, investors and business professionals have been conditioned to trust their gut, since it got them to where they are currently. What they fail to realize is that they are outliers due to biased...

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What Can Brexit And Trump Teach Design?

(0) Comments | Posted June 25, 2016 | 4:43 PM


Friday morning we all woke up to a world that had literally changed over night. Having arrived in Copenhagen from my home in Los Angeles the night before, and suffering from jet lag, I closely followed the election into the early morning. When...

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An Afternoon at The Broad

(0) Comments | Posted June 20, 2016 | 2:54 AM

It is not everyday that a metropolitan city welcomes a world-class museum with over two hundred million dollars of art in its collection. It also takes a bit extra to impress art savvy Los Angelinos, who are already blessed with the Getty...
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How to Make a Great Pitch for Your Startup

(0) Comments | Posted June 13, 2016 | 11:44 PM

Co-written by Tyrone Howard and Steven Bussard

Stanford studies on design quality and entrepreneurial risk show that the sweet spot for startups is right in the middle of Market and Technology Risk.

This entails:

1. Taking new technology and applying it
2. Meeting needs...

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Creative Format for a Creative Conference

(0) Comments | Posted June 10, 2016 | 1:22 AM


This spring's Fast Company Creativity Counter-Conference, in Los Angeles, could not have been further removed from the usual boring conference format. Every college, corporation and political party could take a page from their book on how to make sharing and learning...

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Building Dynamic Capability in Design Driven Startups

(0) Comments | Posted May 26, 2016 | 1:42 AM

To compete in an increasingly volatile Creative Economy, business has to create new design driven high-impact ventures that focus on breakthrough innovation. The organizational structures, procedures and product development for startups stand in stark contrast to that of an established business, thus learning becomes imperative. So, how do these ventures...

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Design Driven Startups from the Heart

(0) Comments | Posted May 17, 2016 | 12:49 AM


Design and entrepreneurship are in vogue and enjoying a strong endorsement from both business and Venture Capitalists. The nexus of design, innovation and entrepreneurship promise a sweet spot for new high-impact ventures. How this advances society will strongly depend on the 'Why' behind...

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NASA Worldwide Hackathon

(0) Comments | Posted May 2, 2016 | 11:20 PM


Few organizations are as inspirational to millions around the world as the National Aeronautics and Space Administration. (NASA) From placing the first man on the moon, to the space shuttle program, the Hubble telescope and the Mars mission, reaching for the stars is...

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Startups - Designing for Triple-Bottom-Line Innovations

(0) Comments | Posted April 26, 2016 | 12:50 AM


Co-written by Dr. Ab Stevels

Startups tackling sustainability are now in vogue, with organic farming, clean energy and mediation platforms for the sharing-economy. Whether they are rooted in a sincere desire to improve our world or just interested in lip service remains to...

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Applying Inspirational Design Thinking to Tackle Breakthrough Innovation

(0) Comments | Posted April 18, 2016 | 3:25 AM


A society's progress depends upon the quality of the questions it asks itself and to know what questions to ask today in order to secure a sustainable future.

One question could be: "Why design something at all?" Our society obsesses over entrepreneurship, innovation...

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A Startup Design-a-thon Performance Depends on Quantity, Quality and Variety

(0) Comments | Posted April 11, 2016 | 12:57 AM


New Entrepreneurial Ventures are all about speed and nowhere is this more true than at design-a-thons. Originating from hack-a-thons in the world of programming, design-a-thons are a one, two or three day marathon, where participating teams build a Minimal Viable Product (MVP) or,...

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Design Philosophy Driving Breakthrough Innovation

(0) Comments | Posted April 5, 2016 | 10:27 PM


There are processes, methods and tools that make our ability to create predictable, reliable and repeatable. However, when breakthrough innovation is called for, might an appropriate design philosophy be more useful?

Chris Bangle Associates continues to frame and solve design and innovation challenges...

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A Startup Environment's Influence on Performance

(0) Comments | Posted March 28, 2016 | 12:47 AM

Co-written by Johan Vardrup


No man is an island and in this age of the open workspace, we humans appear to be very much affected by our surroundings. Professionals sharing an interior landscape, show a consistent level of innovativeness and performance.

Recent studies...

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The Big Question in Art

(0) Comments | Posted March 20, 2016 | 11:44 PM


Castle Slum, by Robert Williams

A society will never advance beyond the quality of the questions it asks itself. So who asks the big questions in our society that ensures our sustainable progress? Is it our philosophers, economists, politicians, engineers, designers or maybe...

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Caltech Re-inventing the Toilet

(0) Comments | Posted March 15, 2016 | 12:00 AM

Co-written by Cody Finke


User Interface designed by Anastasia Hanan

Our world, from our cars to our phones now communicates and the Internet of Things (IoT) ensures that we are safe and healthy. So, how is it the toilet has not changed in...

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Design for Breakthrough Innovation in Startups

(0) Comments | Posted March 10, 2016 | 12:05 AM

Co-written by Arnold Wasserman


The opportunities for leveraging design are tremendous when developing breakthrough innovative offerings in new entrepreneurial ventures. Unsaddled with entrenched cultures, organizational architecture, procedures and legacy requirements, design has a "blank slate" to approach opportunities strategically and not...

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Design Philosophy -- Leading Creatives

(0) Comments | Posted February 28, 2016 | 11:48 PM


Managing creative professionals for breakthrough innovation requires finesse beyond traditional management since pressure, micro-management and extrinsic rewards have been shown to stifle the creation of breakthrough innovation.

As a chief designer for BMW Group and before that, head of exterior design at Fiat...

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Caltech Enters Electric Vehicle Racing

(0) Comments | Posted February 15, 2016 | 11:28 PM

Co-written by Robert Anderson


The world of transportation is now experiencing a renaissance as gas-guzzling vehicles are supplanted with alternative fuel sources. One way of accelerating the development of breakthrough innovations is by experimenting with and testing new technologies in racing.

California Institute...

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