1441206332_e988c3a56d On Monday (8/30/10) at 6:45 p.m., I return to CCAD for the first of a dozen weekly lectures on consumer behavior.

Come. This is your invitation.

There are 100+ students registered for the class and it will be taught in a big, comfortable auditorium, so you can just blend in. Each class is only 75 minutes. You could come to this first Monday, any Monday, or every Monday.

Don't be shy. I would love to have you there.

(I opened last year's classes to folks like you and more than 30 attended. Nice!)

Let me know if you are coming, and I will send you a map to the specific location — and a syllabus with all the readings.

New and Improved
I have taught this course for years at CCAD. And I think it's a good course. As one student wrote:

“The course was high-energy, optimistic, full of humor and most importantly: informative. It was one of the few courses that just about everyone who took it not only looked forward to the next lesson, but recommended it to their colleagues as well.”

But I often recall the admonition of Noam Chomsky: If you are teaching the same thing the same way for more than five years, then you lack either ambition or imagination.

So, this semester, I am adding classes on ethics and creativity. So it was time to go away.

The Course Is Sound
Over time, I'd designed the course to help artists:

  • Make work that is more than beautiful. The course helps the artist think through the work, so it persuades others and changes behavior.
  • Justify each piece of work as more than beautiful. The course helps the artist describe work to executives in the workplace, to win more production budget for, say, the photography.

The legendary CCAD education — especially its intensive first year, "Foundation" — expertly develops each artist's technical skills.

But having hired dozens of CCAD graduates at Young Isaac, I have seen too many who are riding solely on their technical proficiency. They do have highly developed hands and eyes — but aren't always levering their minds.

That's where this class comes in.

Bridging The Gap
After years of helping CCAD artists win the favor of businesspeople in the workplace, I've been teaching MBA candidates about creativity. This has me building the same bridge — over the creative gap — from the other side.

Now, with my MBA experiences, I'm really enjoying re-meeting the artists at CCAD.

And you. Coming?