Art vs Purpose: Innovation in Marketing
Monday, March 16
12:30PM - 1:30PM
110 E 2nd St
Product development 101: know your customer and understand their problems. Lean startup techniques have taught us the important of failing fast, and iterating in such a way that you are able to pivot long before wasting precious startup capital. But how then do we account for major breakthroughs and entirely new product categories? What about natural curiosity and “innovation for innovation’s sake” are we losing when we focus on monetization alone? I will argue that "art is the best alibi" and that the entrepreneurship-minded artist has a strong role to play in the world of branded innovation. Through personal examples such as the Mondo Spider, a 2,000 lb. sculpture that travels the world, and Local Warming, a recent Venice Biennale art installation, I will help describe a loose framework from which creatives can explore their artistic aspirations – within the context of brand building and reaching consumers in completely unexpected ways.
Lead Innovation Engineer
Leigh Christie recently joined Isobar as a lead innovation engineer after finishing his Masters in Art, Culture and Technology at MIT. In 2004, Leigh completed his undergraduate education in Engine...Show the rest
Leigh Christie recently joined Isobar as a lead innovation engineer after finishing his Masters in Art, Culture and Technology at MIT. In 2004, Leigh completed his undergraduate education in Engineering Physics from the University of British Columbia, where he focused on mechanical and clean-tech engineering. Leigh first helped lead a team of engineering students to build Western Canada’s first solar powered vehicle at UBC. He then went on to design battery packs and EV components for several automotive startup companies. In addition to his extensive engineering design background, Leigh is best known for co-creating the Mondo Spider, a pure-electric 1,500 lb walking vehicle. This project led Leigh to co-found the eatART Laboratory in Vancouver, BC. Leigh holds three patents on fuel cells and automation devices. Leigh is also the founder of MistyWest Energy and Transport, a Vancouver-based engineering and product design company.Hide the rest