The CCA Leading By Design Fellows Program

Further probing the intersections of design, business, and innovation, swissnex San Francisco hosts a presentation on the new executive curriculum from the California College of the Arts (CCA), the Leading By Design Fellows Program.

Event Details


swissnex San Francisco
730 Montgomery St., San Francisco, 94111 United States


January 15, 2010 from 10:30 am to 1:00 pm America/Los Angeles (UTC-07:00)

In a world of increasing change, the domains of business, design, and sustainability can no longer advance in isolation. This requires new ways of leading—and a new kind of leader. Enter the California College of the Arts (CCA) Leading by Design Fellows Program, set to begin in May 2010. A dynamic educational experience, taught at the intersection of design thinking, business strategy, leadership, and sustainability, the program equips seasoned professionals with the skills to shape a thriving future for themselves, their organization, and the world.

Join us for a daytime presentation on the program at swissnex San Francisco, with CCA’s Susan Worthman and Nathan Shedroff. This is a great opportunity for interested professionals to learn more about the program directly from its faculty heads, with insights into Leading By Design’s conceptual background as well as the nuts and bolts of the program.

CCA’s innovative, studio-based curriculum challenges leaders to move ideas into real-world application. Through the material, lectures, and their own experiences, participants learn to think more creatively—and from differing perspectives—about complex situations. They develop a deeper understanding of how to devise new products and services, invigorate businesses, and approach sustainability from an integrated methodology. Participants gain the knowledge and skills to steer an organization, regardless of size or sector, and to adapt and thrive in a resource-constrained environment.

Guest faculty include Tim Brown, CEO, IDEO; Sara Beckman, PhD, Haas Business School, UC Berkeley; Gil Friend, CEO Natural Logic, author of The Truth About Green Business; Kaaren Hansen, director of experience design, Intuit; Sam Lucente, VP of design, Hewlett-Packard; Dan Pink, author of A Whole New Mind; and Adam Werbach, CEO, Saatchi & Saatchi S, author of Strategy for Sustainability.


10:30 am registration and welcome
11:00 am presentation of the concepts behind Leading By Design, by Nathan Shedroff
11:25 am Q&A
11:45 am break
12:00 pm bring-your-own-lunch and presentation of Leading by Design program essentials, by Susan Worthman. Drinks provided by swissnex San Francisco.
12:30 pm Q&A
1:00 pm end


Susan Worthman

Susan Worthman is the Program Lead for CCA’s new Leading by Design Fellows Program. She is a sustainable systems strategist, writer, researcher, and policy advocate who consults with businesses and public agencies to help accelerate shifts toward sustainable systems and practices. Much of her current work and research centers on the big question of what success and growth look like in a post-consumerism society—and by what and whose measure is this determined.
Worthman began her career in Washington, D.C. developing neighborhood revitalization strategies for urban centers. In the 1990s, she managed an international, multi-city collaboration between the American Institute of Wine & Food, VISA International, and top US and European chefs to showcase the benefits and variety of regional foods. She served for five as years as CEO of a business trade association and, in 1998, became senior director of strategic business for a division of Ziff-Davis. Over the next decade, she worked with several dot-com and high tech software start-ups, most recently as the senior director of US operations for a Dutch software manufacturer.
She is a published author who holds a graduate certificate with distinction in Sustainable Business Management from the Presidio Graduate School, an MBA with honors in Strategic Management and International Business from San Francisco State University, and a BA in History from the University of Pennsylvania.


Nathan Shedroff

Nathan Shedroff is chair of the MBA in Design Strategy at California College of the Arts (CCA) in San Francisco, CA. He is a pioneer in Experience Design, the approach to design that encompasses multiple senses and explores common characteristics in all media as well as related fields, Interaction Design and Information Design. He speaks and teaches internationally and has written extensively on design and business issues, and he maintains a website with resources on Experience Design at A serial entrepreneur, he works in several media and consults strategically for companies to build better, more meaningful experiences for their customers.
Shedroff holds an MBA from the Presidio School of Management in San Francisco, and a BS in Industrial Design from the Art Center College of Design in Pasadena. He co-founded vivid studios, a decade-old pioneering company in interactive media and one of the first Web services firms on the planet. vivid’s hallmark was helping to establish and validate the field of information architecture by training an entire generation of designers in the newly emerging Web industry. He was for a Chrysler Innovation in Design Award in 1994 and 1999 and a National Design Award in 2001.
His three new books include, Design is the Problem, about sustainable design; Experience Design 1.1, an update to his 2001 book; and Experience Design 1 Cards, a design tool based on his book that helps designers create more meaningful experiences.

Save the date

Leading by Design Fellows Program information session and reception at the CCA San Francisco campus
Wednesday, January 20, 2010; 7:00pm 9:00pm
Helzel Boardroom
CCA San Fra
ncisco campus
1111 Eighth Street, San Francisco
Location and directions


Photo: Myleen Hollero