NZ pioneers lack confidence to become world-beaters

Chuck Pelly, the founder of Designworks/USA, praises the country's pioneer spirit during his presentation at the Better by Design conference in Auckland yesterday. Picture / Kenny Rodger

New Zealand has all the ingredients to be a global design centre but businesses still underestimate their strength in international markets, a US design veteran said yesterday.

Chuck Pelly, founder of one of the world's leading design consultancies, Designworks/USA, told 400 business and design leaders at the two-day Better by Design conference in Auckland that New Zealand had a pioneer spirit that the United States no longer possessed.

But he questioned the country's penchant for self-doubt, saying it weakened its business confidence.

"You don't believe in yourselves as much as we believe in you.

"There's a lack of confidence that because you're small, you can't be global. You still associate size and distance with influence, but that's not true anymore."

Pelly, a yachting enthusiast who considers himself a "New Zealand wannabe", said the sight of families heading away for Easter boating holidays last week, despite storms brewing on the horizon, demonstrated the boldness of the basic Kiwi spirit.

What gave the country strength in design was its natural beauty, its position at the gateway to Asia and an established leadership in yachting and sports, he said.

"In our eyes, it's destined to be an emerging global design centre."

The conference was attended by some of the companies that had harnessed the potential of design, including Fisher & Paykel, Macpac, Formway, Obo and Methven.

"But there should be many, many more," Pelly said.

He suggested that New Zealand develop a reputation for product exclusivity, such as the Germans had done with cars and the French with wine.

"Exclusivity will keep the talent here."

Pelly's consultancy played a key role in designing the BMW X5 and the award-winning BMW 3 Series, and is now a BMW subsidiary.

The conference, which ends today, is part of the Government's $12.5 million Better by Design programme launched in November to help businesses make world-class design their competitive advantage.