Ted Audio Collective.

Audio Collective.

This is Design Matters with Debbie Millman, from Design Observer.com.

On this program, Debbie Millman talks with Carl Heiselman, about how he went from being a graphic designer to the CEO of the branding powerhouse Wolf Owens.

I think of Wolf Owens and my job as designing the actual business itself.

Heizelman also talks about the controversial identity for the London 2012 Olympics that

Wolfolens designed, and about AOL's new identity.

Here's Debbie Melman.

All companies want to create useful products.

But what about creating useful companies?

That's what Carl Heiselman wants to do. To be a useful company, Heiselman

says, you must focus not on things and not on words, but on actions. But what actions? That's a big question. Heiselman has spent

years on it and just this week he presented his answer in a report which I'm going

to ask him about on today's show.

Carl, welcome to Design Matters.

Thanks, Debbie.

So I believe that you are the only CEO of a publicly traded

international organization that has a degree in graphic design.

I don't think that's true because I don't have a degree.

You never graduated?

No, I never graduated.

Oh, man. Not proud of that, but I have. Oh, man.

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