Changing Consumer Behavior One Water Bottle at a Time

This week I'm attending the Design Management Institute conference in San Francisco again. The conference is Re-Thinking...The Future of Design, and the conversations on stage are focused on tracking how design thinking is making a difference in business. Design and business continue to mix.

As I sit in the conference, I'm enjoying my bottle of hotel-provided Fiji water--it's easing the discomfort I have from my allergies. But I feel guilty drinking it. Despite Fiji Water's aggressive work in...