Arnold WASSERMAN is chairman of The Idea Factory. Based in San Francisco, Mr. Wasserman specializes in strategy, innovation, and design for international corporations and government agencies worldwide. He is also the founder of heu-ris-tic, a design management consultancy assisting International corporations to become innovation-driven organizations. He has held the positions of vice president of Corporate Industrial Design/Human Factors at NCR, Xerox, and Unisys Corporation. He has also been dean of Pratt Institutes School of Design; senior fellow for Design Strategy at IDEO, a product development consultancy; and Director of Design for the Raymond Loewy design office in Paris.