Former IDEO Global Lead, Energy Domain
Sustainability reaches past marketing as the smart organizations get ready to go sincere and address the exploding market that demands truer products and services. Get the tools, rules and new norms.
This man is an amazing fountain of ideas and no-bullshit takes on the otherwise BS-rich green domain that has offered many a green bath for brands that do more talk than walk. Until recently, Ted championed famous idea/design agency IDEO's green field as lead for their Energy domain. As such, he has led, implemented, and audited the sustainability programs for Starbucks and worked with the US government to create a national sustainable agriculture initiative. Ted has an eye for business proof sustainability and "green" productification, a heart for effecting lasting change, and speaks his mind eloquently. Institutions like NASA and the World Economic Forum have previously benefited from meanderings of "The Ted".
The NEXT 2011 Conference is a rare glimpse into the latest trends and innovations in food, green, design, health and digital. Cutting-edge and single track, the conference brings together a diverse group of speakers from a variety of industries and organizations, including AT&T, Time Inc., Google and Ferrari. This is a great chance to watch idea-driven leaders as they help shape the future of the world.
Ted Howes is former IDEO Global Lead, Energy Domain.
Ted Howes of Business for Social Responsibility describes the unsuccessful launch of smart meter technology in California. "They never thought about how to contextualize it in terms of a service for people, so that it connected to their values," explains Howes. "They never communicated a better value proposition to people."