Distinguished Speaker – Lee Green

The Fox School’s Institute for Business and Information Technology presents the Distinguished Speaker Series, featuring talks by leading professionals on essential business technology topics.

Lee D. Green

Finding the Market’s Sweet-Spot

Lee D. Green
Worldwide Vice President-Brand and Values Experience

October 24, 2007


About the event

Innovation is not about new technology. It is about relevance. It is about understanding markets, your customers, opportunities in disguise, and creating compelling experiences. Design methods applied properly can help you excel in all of the above. It can help identify unarticualted needs that can lead to differentiation and business success.

Lee Green, Worldwide Vice President, Brand and Values Experience at IBM will share insights from his 25 years of experience leading efforts to develop innovative products that achieve marketplace success. Learn about IBM’s design methodology, a process that relies heavily on observation and then market and user validation and iteration, and apply this framework to your business to achieve real usiness results.


Lee Green is the Vice President, Worldwide IBM Brand and Values Experience. He has responsibility for IBM’s worldwide brand and values experience initiatives, brand strategy and identity, design strategy and IBM’s recently launched Design Consulting Services offering for IBM clients. Mr. Green has played a pivotal role in IBM’s re-branding efforts over the last 13 years. His team also leads the corporation’s efforts in the area of “advanced concept design” working closely with IBM Research.

In his career with IBM Lee has held numerous design, communications and management positions. Recently, he has launched IBM Design Consulting Services offering, working in conjunction with IBM’s Engineering and Technology Group and with IBM Global Business Services. This capability provides Design Services Consulting as a collaborative innovation offering to IBM clients. In addition to industrial design and human factors, it provides Design Consulting Services to help IBM clients consider how they can extend new experiences to their customers, utilize design to differentiate their offerings from their competition, and leverage innovative IBM technology to enable new solutions.

Mr. Green has an undergraduate degree in design from Temple University and a master’s degree in communications design from Rochester Institute of Technology. He has published numerous articles and case studies on a variety of design and identity topics. He has also taught design and branding courses at Stanford University, Harvard, MIT, and RIT. In 2004 he was named Rochester Institute of Technology Distinguished Alumni of the Year. He currently serves on the Board of Directors and Advisory Board for the Design Management Institute, and on the Board of Advisors, Suffolk University Business School.

Attendance is free on a space available basis for qualified industry and academic professionals. For more information, please contact ibit@temple.edu.