Jay Baldwin, former technology editor for the Whole Earth Catalog and author of BuckyWorks: Buckminster Fuller's Ideas for Today (Wiley, 1996), provided students with insights into principles for sustainable design, and how business people can advance sustainably designed goods and services.

He critiqued the role business management has played in the past in destroying significant advances and potential profits by encouraging and rewarding conventional thinking. Students engaged in activities that encouraged whole-system thinking.

He also spoke about his experiences as a student and colleague of the legendary philosopher, inventor, educator and whole systems design scientist Buckminster Fuller.