Presented by AIGA and Yale School of Management

After five successful years at Harvard Business School, “Business Perspectives for Creative Leaders” has moved to the Yale School of Management to take advantage of the faculty and facilities at Yale.

What happens when the world’s creative leaders come together with Yale’s most influential business experts?
“Business Perspectives for Creative Leaders” draws on the strength of the Yale School of Management experience to help creative leaders discover opportunities within the forces transforming the business social environments. The knowledge gained will enable them to assume the complex task of leading and making a difference in a world where change has become the only constant.

Make powerful connections
A select group of senior-level creative leaders come together to discuss, network, debate and grow with each other. “Business Perspectives for Creative Leaders” is designed exclusively for design executives who work with designers or clients to develop strategic design responses to client challenges. This response may be in the form of a comprehensive communication or positioning strategy, or the design of a range of products or services. Participants are likely to view the design process as an integral part of solving complex problems, whether that experience involves communication, functional or strategic design. This program is particularly beneficial to design professionals who deal with top-level executives and/or larger corporate clients.

Who will participate?

• Principals or senior creative leaders in mid- to large-size studios or in-house design departments whose counsel to clients (external or internal) goes beyond the creation of artifacts
• Senior managers in advertising, public relations or other firms who retain, hire or work closely with designers
• Vice presidents, directors and managers in corporate design or communication departments

See the big picture
Take away a more complete understanding of top management perspectives, be a more productive partner in communication, branding and product development strategies.

Advance your business knowledge
Explore timely topics to help participants understand significant transformations and technological advances in the business world, apply financial tools and strategic analysis, and capitalize on new client opportunities.

Curriculum
Developed by Yale School of Management and AIGA, “Business Perspectives for Creative Leaders” uses case studies, lectures, guest speakers and study groups to give creative leaders a more complete understanding of business and design through the eyes of business executives (i.e., clients).

“Business Perspectives for Creative Leaders” examines cutting edge topics, addresses critical issues and engages top minds in dynamic discussion. This program will help participants to understand the senior business executive’s perspective: his/her approach to cost-based decisions, marketing, new product development, strategy, brand management, customer relationship and knowledge management. Acquire useful tools in communicating with clients and running a business; understand individual thinking styles, hints on structuring conversations with CEOs and other senior executives, and explore important and relevant ideas that participants might take to their clients with real world solutions.

Expect an intensive learning experience and ongoing interaction with other participants. “Business Perspectives for Creative Leaders” is a full commitment. Do not plan to get other work done while attending the program. Time not spent in the classroom is spent in discussion groups and preparation for classes.

The typical daily schedule is:

7:30–8:15 a.m. Breakfast
8:30–10:00 a.m. Workshop session
10:00–10:20 a.m. Coffee break
10:20–11:50 a.m. Workshop session
12:00–1:00 p.m. Lunch
1:00–4:00 p.m. Workshop sessions
4:00–5:30 p.m. Class preparation
5:45–6:30 p.m. Cocktail reception or social time
6:30–8:00 p.m. Dinner and guest speaker
8:00 p.m. Discussion groups