Bruce Nussbaum’s love affair with the design of business, and the business of design, began at Business Week. His first, small articles on incorporating elements of design into the methods of business, generated an overwhelming response and it was then that he first considered that “design can be the bottom-line for business”.

In this interview Nussbaum shares his thoughts on how design has become our core competency in a time of economic instability. Through his businessman eyes and in the context of Design Indaba 2010, he pauses to marvel at South Africa’s authentically diverse and design-rich culture, considering the ways in which a culture of design can drive an economy.