10 new gurus you should know - Morningbull

on her realization that a beautiful keyboard or mobile phone is still an object that creates
waste.
To get designers - and their clients - to think about sustainability before, not after, they create,
Casey, 36, wrote the Designers Accord, a set of guidelines that commits its signatories to
support sustainable design and requires them to track their own carbon footprint. It struck a
chord: More than 100,000 people and organizations - including Johnson & Johnson Consumer
Products, and Autodesk - have signed on.
Don Sull
Professor of management practice in strategic
and international management, London
Business School
Big Idea: Welcome uncertainty in turbulent
times.
Clients: Nokia, Mars, Baker & McKenzie
Sull didn't start off with ivory-tower aspirations.
After four years at McKinsey and private
equity firm Clayton Dubilier & Rice, he was
drawn to academic life as he kept observing
companies practicing "active inertia," or
dealing with current problems "by accelerating
activities that had worked in the past."
Sull, 45, now has new solutions for companies. One is to forget entirely about a grand vision,
which locks them into vague promises or could commit them to a doomed strategy. The other
is to embrace uncertainty, which he addresses in his upcoming book, "The Upside of
Turbulence." The takeaway: Companies still need a map, but it needs to be focused on a few
must-win battles and be fluid enough to be redrawn in the case of sudden shocks.
Joel Podolny
Former dean, Yale School of Management;
incoming vice president and dean, Apple
University, Cupertino, Calif.
Big Idea: Business schools must teach real-life
problem solving.
Clients: BP, General Mills, Royal Bank of
Scotland
If the current state of affairs is any indication,