“Good design is good business,” Watson Jr. later declared in a lecture at the University of Pennsylvania.
These days, IBM’s deep design legacy has manifested itself in an enterprise design program that is one of the largest of its kind. One of its chief cheerleaders is Billy Seabrook, who joined the company’s business design agency IBM iX in August 2017 as global chief creative officer.
Seabrook spends much of his time at the company on designer enablement: ensuring education, mentorship, and opportunities for 1,500 creatives in 60 studios around the globe. He also advocates for the role of creativity in his business development and client management work.
Amid all that, Seabrook also took the time to talk to CMO by Adobe about the role of design in driving customer experiences, the value of a sustainable design culture, creativity as a competitive advantage, the democratizing effect of design thinking, and how artificial intelligence (AI) can increase the humanity of solutions.