MERCER ISLAND, WA -- Nathan Shedroff, chair of the ground-breaking MBA in Design Strategy program at California College of the Arts in San Francisco, with be the morning keynote speaker for The Green Media Conference, June 23 in Chicago to be held at Columbia College. He will be speaking on the broad aspects of sustainability as it applies to all forms of design, media and business.

Nathan is one of the pioneers in experience design, an approach to design that encompasses multiple senses and requirements and explores common characteristics in all media that make experiences successful—and has played an important role in the related fields of interaction design and information design. He is a serial entrepreneur, works in several media, and consults strategically for companies to build better, more meaningful experiences for their customers.

His latest book is Design is the Problem and among his other published works is Making Meaning, co-written with two members of Cheskin, a Silicon Valley-based strategy consultancy, which explores how companies can specifically create products and services to evoke meaning in their audiences and customers. Nathan is also the editor of the Dictionary of Sustainable Management, a website and now printed book. He earned a Masters in Business Administration at Presidio School of Management in San Francisco, the only accredited MBA program in the USA specializing in Sustainable Business.

Quote: Nathan Shedroff, Professor, California College Of The Arts

“When speaking with the business community, the standard triple bottom line terms – social, environmental and financial – don’t cut it. It’s better to use terms like – human capital, natural capital and financial capital, or more clearly, people, natural resources and money. We need to consider how to provide more - value, meaning and performance - for less – materials and energy. Business must focus on efficiency and health while using and promoting local energy, resources and labor.”

“And one last thing, don’t spend more declaring your results than the value they provide.”

Quote: Lisa Wellman, Ceo Of Sustaincommworld, Conference Producers

"Nathan's insights are informed by an exceptional career, unique personal experiences and design challenges. His remarks are relevant to graphic designers and information designers, product managers - really all communication professionals. His focus on design as a critical element in sustainability management will speak to all attending the Green Media Conference and I'm personally looking forward to hearing him."